Demetri Hughes

Managing Director + Brand Counsel

BBus Management, MBus(IMC), MBus(PublicRelations), CPM | Life Member, Australian Marketing Institute

Demetri is one of the foremost experts of branding, utilising multiple skills across marketing, crisis management and public relations.  He is widely known as a fixer committed to achieving brand prosperity for clients, having earnt a reputation serving as a bold, progressive and pragmatic strategic thinker – willing to take on the toughest of organisational challenges.

Demetri Hughes, the managing director and brand counsel at 1Up Communications, works with CEO's and board directors on marketing and public relations designed to create, grow and protect brands.Prior to establishing 1Up Communications, Demetri was and still is one of few non-lawyers to be regularly called upon to advise leading law-firms on ways to grow their operations, as well as on matters related to litigation crisis management for their clients.  Over the years Demetri has developed a unique approach to ensuring the rebuilding and restoration of corporate reputations and the development of corporate brand concept.

Demetri’s early background in his teens, started with him developing his skills working in the property and construction sector, culminating in Demetri by the age of 21 having grown under his leadership a firm and its five subsidiaries to a combined property portfolio worth in excess of $15 million.  More recently, Demetri served as the consultant COO for a state wide franchise responsible for the implementation of a successful expansion strategy in a highly competitive but slow market.

Demetri Hughes being awarded by Lee Tonitto, CEO of the Australian Marketing Institute, with the highest honour one can be bestowed by the National Board with Life Membership at their National Awards for Marketing Excellence Gala Dinner - in recognition of service to the marketing community.

Demetri was the Queensland President of the Australian Marketing Institute, he was made a Life Member in 2017 by the National Board in recognition of his service to the marketing community and was awarded Certified Practising Marketer of the Year (Queensland) both in 2016 and 2018 respectively.

Demetri’s client list is extensive and includes CEOs and board directors, along with organisations at a state, national and multi-national level.  He has converted challenges to opportunities, even in environments where other businesses in the same sector have either all shrunk or gone out of business.

He is one of only a few in Australia who are admitted as a Full Member of the Public Relations Society of America.


Professional Accreditations & Appointments

Certified Practising Marketer – Australian Marketing Institute

Member, Industry Academic Advisory Group Board (Marketing Cluster) The University of Queensland

Sessional Lecturer & Course Coordinator, Masters of Business   The University of Queensland

Deputy Chair (National), Accreditation & Professional Development Board Australian Marketing Institute

Former State President, State Committee (Queensland) Australian Marketing Institute


2018 Certified Practising Marketer of the Year – Queensland, Australian Marketing Institute

2017 Awarded Life Member, Australian Marketing Institute

2016 Certified Practising Marketer of the Year – Queensland, Australian Marketing Institute


Below are various features in the Greek press, both in Australia and overseas, concerning recent industry awards received by Demetri Hughes:

Professional Memberships

Fellow / Life Member, Australian Marketing Institute

Member, Public Relations Society of America

Member, International Association for Public Participation Australasia


Bachelor of Business Management, The University of Queensland

Master of Business (Integrated Marketing Communications), Queensland University of Technology

Master of Business (Public Relations)Queensland University of Technology