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Demetri Hughes

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Demetri Hughes is the Managing Director of 1Up Communications, a Brisbane-based brand consultancy operating as brand counsel to mid-tier and large organisations throughout Australia. His work focuses on brand strategy, reputation management, crisis communications, and corporate communications — advising CEOs and boards when the stakes are highest.

His postgraduate research concentrated on the niche area of litigation crisis management and the growth, protection and management of brands through challenging environments. That academic foundation underpins a practice built on direct, evidence-based counsel.

Demetri also serves as a sessional academic lecturer at the University of Queensland (since 2016), where he established the Demetri Hughes Marketing Mentor Program — a pro bono initiative supporting marketing students from disadvantaged backgrounds, including those experiencing financial hardship, disability, homelessness risk, and Indigenous students.

Earlier in his career, Demetri co-founded a law firm alongside one of Queensland's leading commercial litigation lawyers, giving him an unusually deep understanding of the intersection between legal risk, corporate disclosure, and reputation. He founded 1Up Communications in 2016.

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