Cameron Hughes

Cameron Hughes currently serves as the Global Head of Strategic Planning & Innovation at Diageo since February 2021. Prior to this role, Cameron was a Partner at Half Machine, focusing on innovation and change agendas through human-centered design from May 2019 to February 2021. Cameron was the CEO of Asia at ?What If! Innovation from January 2016 to December 2018, where the firm collaborated with numerous FT500 companies to enhance inventive capabilities. As Brand Director at EDF Energy from September 2010 to August 2015, Cameron successfully revitalized the brand amidst a commoditized market. Earlier experience includes positions as Senior Strategic Planner at Euro RSCG London and Strategic Planner at Philip Gould Associates, where Cameron contributed to high-profile accounts and political advisory roles. Cameron holds a Master's degree from the University of Cambridge and a Bachelor of Economics from the University of Newcastle.