Sven Hughes

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British strategic communications consultant; former advertising copywriter and British Army psyops reservist; chief executive of Verbalisation, Global Influence and Enigma Strategic Communications; former Head of Elections at SCL Group and New Century Media; ISAF PsyOps consultant in Afghanistan (2006–7)


Sven Hughes

Nationality British
Occupation Strategic communications; advertising copywriter; psyops
Known for Chief executive of Verbalisation, Global Influence and Enigma Strategic Communications; former Head of Elections at SCL Group and New Century Media; ISAF PsyOps consultant in Afghanistan; British Army psyops reservist

Sven Hughes is a British strategic communications consultant, former advertising copywriter and British Army psyops reservist. He has been chief executive of the London-based firms Verbalisation, Global Influence and Enigma Strategic Communications. He previously worked as Head of Elections at SCL Elections (a subsidiary of Strategic Communication Laboratories / SCL Group) and at New Century Media, and served as an ISAF PsyOps consultant in Afghanistan.[1][2]

Career

Hughes began in advertising as a junior copywriter at EHS Brann (1997–2000) on accounts including Guinness, Peugeot, Unilever and Cadbury’s. He worked as a freelance copywriter (2000–2002) and then as Senior Copywriter at Burrows (2002–3) on Ford, Jaguar, Aston Martin, Mazda, Volvo and Land Rover. From 2003 to 2007 he was Associate Creative Director at Phoenix plc (accounts including Motorola, Thales, First Choice and others). In 2006–7 he served as an ISAF PsyOps Consultant in southern Afghanistan, developing and disseminating PsyOps products, aiding overall strategy in line with the commander’s intent, and integrating with staff from 22 countries; he received a NATO medal.[2]

He returned to advertising as Associate Creative Director at Grey Group (2007–9) on BAT and Heineken (including James Bond film marketing). From May 2009 to October 2010 he was Head of Elections at SCL Group, providing strategic, creative and management lead on election campaigns for governmental clients. He then held the same role at New Century Media (October 2010 – August 2011).[2]

In August 2011 he founded and became Chief Executive of Verbalisation, described as “a Whitehall-based agency staffed largely by ex-military personnel and political campaigners. It’s ultra-discreet and does not boast about its clients.” Clients listed by Hughes included the Financial Times, Dow Jones, General Motors, Diageo, First Direct, Primark, itsu, giffgaff, the FCO, the US State Department, DMG, News UK, Nuon Energy, Samsung, NATO, Thames Water, Quorn, Freeview, Welsh Water, WSJ, Jersey Finance, JTI, Quilliam and the Welsh Government. Verbalisation’s thinking lay behind the Quilliam Foundation’s short film Not Another Brother, aimed at persuading young Muslims not to join IS. Hughes has been described as “the Army reservist using psychological warfare to rethink marketing”.[1][2]

He does not list his role at Global Influence on his LinkedIn page. Global Influence (Influenceglobal Ltd, trading as Global Influence) was incorporated on 29 April 2016; Hughes has been a director since incorporation. The firm’s website has listed clients including the Foreign and Commonwealth Office, US State Department, Global Coalition, NATO and the European Parliament. From October 2019 he has been Chief Executive of Enigma Strategic Communications Ltd.[2]

Company directorships

  • Verbalisation Ltd (company number 07732800; previously Talk Torque Ltd) – director 27 July 2011 – 25 November 2019. Correspondence address 2nd Floor Shaw House 3, Tunsgate, Guildford, Surrey, GU1 3QT. Appointment of a voluntary liquidator 25 November 2019. Last accounts made up to 31 March 2018. Other director: Michael Raimes Jones.
  • Petrushka Limited (company number 08914099) – director 27 February 2014 – 24 April 2018. Registered office address Ward House, 6 Ward Street, Guildford, GU1 4LH. Dissolved 24 April 2018. Last accounts made up to 28 February 2016 (dormant). Other directors: Michael Raimes Jones, Olga Kurushina.
  • Influenceglobal Ltd (trading as Global Influence, company number 10155532) – director 29 April 2016 – present. Registered office address 9 Whitehall, London, SW1A 2DD. Incorporated 29 April 2016. Other director: Michael Raimes Jones.
  • Enigma Strategic Communications Ltd (company number 12188078; previously Verbalisation Consultancy Ltd) – director 4 September 2019 – present. Registered office address Unit 3 Merchant, Evegate Business Park, Ashford, Kent, TN25 6SX. Other director: Olga Kurushina.[3]

Publications / speeches

See also

External links

Notes

  1. ↑ 1.0 1.1 Chris Blackhurst, “Sven Hughes: The Army reservist using psychological warfare to rethink marketing”, Evening Standard, 16 October 2015.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 LinkedIn Sven Hughes, archived 24 March 2020.
  3. ↑ Companies House filings for the above companies (accessed via beta.companieshouse.gov.uk).
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