Winners in Our Midst: From Empathy to Events with Andrew Everingham and CAPITAL-e
In the fast-paced world of business, where metrics and outcomes often take centre stage, it's easy to overlook the human element. But for Andrew Everingham, founder and CEO of CAPITAL-e, a successful marketing and events agency, people are the core of everything he does. His journey from ANZ Marketing Director at Salesforce to that of an entrepreneur with a global footprint began with a simple but powerful epiphany: “Empathy is the ultimate business advantage.”
Andrew started CAPITAL-e 15 years ago, having spotted a gap in the market. While working on the client side, he noticed that even the best and most brilliant agencies he engaged with lacked a true understanding of his perspective because they hadn't walked in his shoes. This "inside knowledge" became the secret ingredient for CAPITAL-e. By starting from a place of empathy and deeply understanding clients’ challenges, CAPITAL-e could not only deliver great work but also ensure it drove the right outcomes for their businesses.

From Setbacks to Success
The path to success hasn't been without its hurdles. Andrew recalls two major challenges that tested his resolve. The first was the tech slump in 2013, which saw budgets grind to a halt. The second, and perhaps most significant, was the global pandemic in 2020. For a business built on live events and experiential activities, COVID-19 was, to put it mildly, a significant issue. Yet, Andrew and his team were able to reframe this period as a massive opportunity. They quickly pivoted, focusing on other types of marketing work and successfully retained nearly every employee during a time when other agencies were forced to reduce headcount significantly. What could have been a diabolical time instead became a period of immense growth and reinvention.
Andrew’s ‘aha!’ moment came early in the business's life. In fact, just six months in, he realised that to be truly valuable to clients, CAPITAL-e couldn't be just an Aussie-based company. There was a need to "raise the team’s gaze" and for CAPITAL-e to adopt an APAC delivery model. This bore fruit early, when CAPITAL-e was engaged to deliver an APAC roadshow for a prominent client in 2011. A little further down the track, Andrew was able to establish a hub in Singapore, through which the team continues to deliver programs across Asia and around the world.

The Recipe for Greatness
When asked for his advice to budding entrepreneurs, Andrew’s philosophy is simple yet profound: “You have to go for it.” He urges founders to back themselves completely and put their all into their business. However, almost paradoxically, he also champions balance, stressing the importance of ‘life-work balance’ (in that order). This commitment to employee wellbeing is evident in CAPITAL-e's four-day work week, which allows the team to rest and recuperate from the intensity of the events business.
For Andrew, the ‘secret sauce’ of his journey has been the network of great mentors and people who have been in his corner. He also wishes he had trusted his gut instincts more often. "There's plenty of situations where I’ve had a gut feel that something's the right thing to do," he says, "and sometimes I've chosen to go with my head and not my heart, which has frequently led to regret that I didn’t go with the original gut instinct."

Andrew’s ideal conversation with an AustCham Singapore member is rooted in this same spirit of collaboration and mutual success. He loves connecting with people who are looking for help to engage with their audiences through live events and B2B marketing. He's also keen on simply networking, based on a firm belief that a rising tide lifts all boats. For Andrew, it's all about understanding another member’s business so he can become an advocate for them, just as he hopes they would for his.
Get in Touch: Andrew is always keen to connect with fellow AustCham Singapore members. So, if you're looking to elevate your B2B marketing or drive new opportunities through live events and experiential activities, please reach out to Andrew and the CAPITAL-e team at andrew@capital-e.com.au, via LinkedIn or visit their website at capital-e.com.au.
Your Story Next? Has this piece inspired you? Are you an SME with a compelling success story to share? We’d love to feature you in this series. Please register your interest by contacting us at members@austcham.org.sg. We look forward to celebrating your achievements!