In 2000, he joined the eBusiness consultancy Rubus (the CBI's 'Most Promising New Company 1999') as a Strategy Consultant. Whilst at Rubus Michael was one of the first in Europe to spot the potential of video games as an advertising medium.

To explore the potential of this new medium Michael founded, with two partners, a new design and advertising agency - Cocojambo. Cocojambo quickly established a reputation for being at the cutting edge of branded entertertainment, in-game advertising and marketing strategy.

After four years of servicing clients in both America and Europe, Michael left Cocojambo to form Tweed London. A consultancy and incubator, Tweed London uses its expertise both to help clients and to develop new business ventures.