Hugo mixes business strategy, technology and design thinking to drive true transformation both internally and externally from challenger to multinational organisations, enabling them to leapfrog their competitors.

Hugo has been consistently brought into both startup and global businesses to create new products and revenue streams. Once described as an energetic self-starter that makes things happen. He has 18+ years experience working across agencies, brands and consultancies, and is deeply involved with the startup and VC world.

He is currently part of the Accenture Digital leadership team and Accenture, based in London, UK.

I am an enthusiast in emerging technologies and the impact they will have in the world, our businesses and all humanity, and am especially keen in bringing to life Artificial Intelligence, Blockchain and IoT, as they will digitise the physical world and accelerate innovation and human experience exponentially.

Key projects

Waze for Asthma: Designed a data model, hacked an inhaler and created an app to prevent asthma crisis for 250 million people around the world, in 36 hours with geniuses Chris Hay and Serge Keyser.

Now being used as a framework that brings together weather data, AI and IoT to tackle other chronic diseases.

Blockchain for Utilities: Redesigned an end to end B2B digital utilities company on the Blockchain using NLP to engage supply & demand of and P2P marketplace and machine learning and AI to help you make money out of your local IoT network of devices.

Leadership Development 2020: Designed an organic digital leadership development programme to up-skill senior leadership to create, set up and run their own digital projects, create and ecosystem of partners for their LoB/BU, and have a data driven and transparent ethos in their business.

Hugo has also done some co-anchor work, in a Tech trends show from Telefónica DigitalDigital Futures, and has been featured in a few video interviews.

brands Hugo collaborates with:

University College London
The Drum
The Drum


Guardian Tech
The Guardian
Open Data Incubator EU
The Open Data Institute
Nimbus ninety ignite
Nimbus Ninety


Harvard Business Review Summit
HBR Summit 2015
Festival of Marketing AI
FOM 2016
Computer Weekly 500
Computer Weekly
Ad Age
Ad Age

Professional Experience

  • Managing Director Accenture Digital | Accenture (present)
  • Advisory Board Member | Cognition X | London (present)
  • Advisory Board Member | Shop Direct  (present)
  • Startup Mentor | Wayra UK  (present)
  • Startup Mentor | The Open Data Institute  (present)
  • Advisory Board Member | Data Pitch  (present)


IBM Interactive Experience | Innovation Services Leader EMEA – Strategy & Design Centre of Competence | London

Telefonica Digital | Head of Intranet & Social Media | Marcomms Lead & Innovation Big Data | London

VICE Media | Head of Digital, Activation and Marketing | London

MTV Networks | Online Manager, Head of Digital, Social Media Leader South Europe | Madrid, Lisbon

Accedo Interactive | Managing Director Digital | Lisbon

More positions on Hugo’s Linkedin profile


1 thought on “About

  1. Hello Hugo,

    I hope you’re well and life in the innovative world of IBM is good.

    We haven’t met before, but I hoped that you might be trending the boards and interested in a speaking opportunity in front of a new Dorset based audience?

    I produce a digital masterclass event called Fable for leading local business owners and marketers from across Dorset and Hampshire. Our last event attracted over seventy guests, and the next one is set to be even bigger.

    The theme of the next session is Digital Transformation where we have a panel of speakers discussing leadership, brand and the future including
    Nicolas Copeland, Social Media Manager from LUSH
    Samantha Kingston, Co-Founder of Virtual Umbrella
    Our own Adam Greenwood, Co-Founder of Greenwood Campbell

    I am currently looking for another speaker to talk about “big data” – how can we track, monitor, maintain and inform ourselves on what is going on online? How do you increase your presence? How do you monitor this data?

    I wondered if with your current position at IBM presenting this topic of “big data” would be something that would interest you? How with such a huge network across the UK you use large amounts of data to lead digital transformation, influence your digital strategies, always ensure the customer is at the centre of digital and lead change. Or alternatively if there is another element of Digital Transformation you might be interested in discussing?

    The event is on Wednesday 7th September from 17:00 at our office in Central Bournemouth. The seminar runs from 17.00 to 19.30, followed by a relaxed beer of two with a DJ and great food.

    You can read more about the event here >> https://gcfable2.eventbrite.co.uk

    And you can see how great the last event was in the video here >>

    Let me know your thoughts, we would really love to welcome you – so please let me know if you have any questions or concerns and I will do my best to convince you round!

    Kind regards

    Kelly Butler

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