HUGO BONE | EXECUTIVE CREATIVE DIRECTOR
Hugo Bone, arms folded, in front of a graffiti wall in Shoreditch, London

About

Hugo Bone, Executive Creative Director at AML Group.

I’m Hugo Bone, Executive Creative Director at AML Group in London. I lead the creative and design studio and sit on the executive committee. I’ve spent 25 years making advertising that gets noticed and gets results, from Virgin Media, O2 and Audi to Vanguard, Aberdeen Investments and some of the UK’s bravest charity campaigns.

The longer version

AML makes “simple ideas for a complicated world”. Since I joined in 2021, agency revenue has grown 80% and profitability has nearly tripled. We’ve had 14 pitch and project wins, including eToro, T. Rowe Price and StepChange. Our Vanguard brand campaign work took spontaneous awareness to 24% and consideration to 50%, and won an IPA Effectiveness Award.

Before AML I was Creative Director at The Gate London, where we were named Oystercatchers Small Agency of the Year. Before that I did the business at BBH, VCCP, Havas, Grey and R/GA, making work for the likes of Virgin Media, O2, Audi, Organix and the Electoral Commission.

I also start things. HER Disease, a self-initiated campaign for Heart Research UK, reached 55 million people and was featured in Health at Heart, ITN’s World Heart Day programme presented by Louise Minchin. I’ve made three campaigns for Tourette’s Action since my son was diagnosed, and they’ve been award-winning and covered by the BBC. And a few years back, I wrote and directed a short film that was an Official Selection at the London Independent Film Festival.

I’m a D&AD Creative Leaders graduate, I’ve judged the Creative Circle and Financial Services Forum awards, and I speak five languages. I know my sh*t, I’m obsessed with effectiveness, and people I work for, and with, say they like me.

What people say

“Give Hugo a contract for at least 10 years.”
Lamber Korsten, Global Head of Marketing, Robeco
“Hugo is special.”
Adam Park, Head of Marketing, Bibby Financial Services
“Thanks for running my campaign with such an expert hand.”
Yann Monet, European Head of Marketing, Vanguard
“Hugo is a genius.”
Tim Lloyd, MD and Co-founder, AML
“I think you’re a star.”
Beri Cheetham, CCO, The Gate San Francisco

Career

  • 2021 to nowExecutive Creative DirectorAML Group
  • 2017 to 2021Creative DirectorThe Gate London
  • 2013 to 2014Senior CreativeBBH London
  • 2011 to 2017Senior CreativeVCCP, Havas, Grey, R/GA
  • 2000 to 2010Creative / Senior CreativeRapier, Joshua G2

Education: University of Bristol, Modern Languages (French and Spanish).

Awards

  • 2026

    Tourette’s Action, Misunderstood: Winner, Best Small Charity Film, Third Sector Awards; Shortlist, Work For Good Cut, Gerety Awards; Shortlist, Best Equality & Inclusion Cause Campaign, Purpose Awards

  • 2025

    D&AD Creative Leaders Programme, graduate

  • 2024

    Vanguard: Bronze, IPA Effectiveness Awards

    Hidden Help: Silver, Drum Awards, Copywriting; Shortlist, Kinsale Sharks, Art Direction; Gold, NYX Awards, Print Advertising Campaign; Gold, NYX Awards, Advertising Campaign Design; Gold, NYX Awards, Newspaper Ad Design; Silver, NYX Awards, Pro Bono

    Tourette’s Hurts: 4 x Gold, NYX Awards

  • 2023

    HER Disease: 3 x Gold, NYX Awards (best advertising campaign, best health and wellness TV, best public interest TV); Gold, TITAN Health Awards, TV Commercial; Finalist, Drum Marketing Awards, Purpose Awards, Third Sector Awards, PR Week Healthcare Awards, Business Charity Awards

  • 2018

    The Gate London: Small Agency of the Year, Oystercatchers

    Electoral Commission, Got 5: Best Not-for-Profit Campaign, UK Agency Awards

    Chiltern Railways, Slide: Gold, Travel Marketing Awards

  • 2017

    Chiltern Railways, Slide: Aerial Award, Radiocentre; 2nd, Campaign Annual Top Ten Radio Ads; Runner-up, Drum Marketing Awards

  • 2013

    Official Selection, Best Short Film under 5 minutes, London Independent Film Festival

  • 2010

    RNIB, Big Read: Finalist, CBS London Long Copy Competition

  • 2006

    South Eastern Trains: DMA Silver, through-the-line campaign

  • 2005

    South Eastern Trains: Finalist, Campaign Poster Awards

Press

Judging

Creative Circle Awards
Financial Services Forum Awards

Speaking

Financial Services Forum: panellist, “Back 2 Basics: Creativity in B2B Marketing”, 2025

I’d be delighted to meet you.

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