Michael has always had a passion for using the power of mass communications to build brands that drive important causes forward. He left his job as a copywriter with legendary advertising agency, Collett Dickenson Pearce, to join Lionel and set up Refusenik, the Media Campaign for Soviet Jews. Its mission was to use advertising and PR to create awareness and build political pressure for the refuseniks’ freedom.
That passion and belief was carried through when Lionel and Michael then set up Hype!, where work for not-for-profits was a valued part of the client mix. Now with Hope providing the chance to specialise in this area, he looks forward to helping not-for-profits develop the power of their brands to even greater effect.