Michael is renowned as one of the theatre industry’s foremost marketing and creative strategists, with 25 years of experience.
He is currently the Executive Producer of the record-breaking hit musical Wicked at London’s Apollo Victoria Theatre and a consultant for Wicked – Die Hexen Von Oz at the Palladium Theater in Stuttgart. He was recently Associate Producer, with CMP, of Swimming With Sharks starring Christian Slater at London’s Vaudeville Theatre.
He was the International Marketing Director (and subsequently also the Associate Producer) of Benny Andersson and Björn Ulvaeus’ smash hit musical Mamma Mia!, from 1998-2004. Michael devised and implemented the marketing strategy for the London premiere production and for numerous productions around the world, including Broadway, Las Vegas and Toronto. He also oversaw the marketing campaigns and brand management for productions in virtually every major theatre producing territory in the world including Australia, Japan, Korea, Germany, Holland, Sweden, Spain and for the launch of the English-speaking International Tour.
Michael began his career at Keith Prowse & Co, the ticketing company, and subsequently joined the internationally renowned advertising agency Dewynters. In 1989, he established Michael McCabe Associates, the West End’s first ever consultancy dedicated solely to the marketing of commercial theatre. Over the next 12 years, McCABES (as it was re-branded) developed into a full-service media, marketing and design agency with a staff of 30. During this time, Michael also spent 2 years working in New York on behalf of the agency. McCABES subsequently merged with two other companies and Michael left to expand his role with Mamma Mia!, working directly with global producer Judy Craymer at Littlestar.
He established Michael McCabe Productions (MMP) in 2004.
Michael lectures frequently on commercial theatre marketing and PR at the annual Stage One / Society of London Theatre conference for New Producers.