Carolyn Hughes, Comms Director

Carolyn exemplifies the qualities of a true Rising Star through her consistent delivery of exceptional client results, purpose-driven leadership, and commitment to people and culture.

Over four years at UM Toronto, Carolyn led impactful campaigns for Bank of Montreal that secured more than $500,000 in grants for women-owned businesses and raised $100,000 for Rainbow Railroad, supporting LGBTQ+ individuals facing violence and persecution. After relocating to the UK in 2023, Carolyn joined UM London as an Account Manager and immediately took on the challenge of onboarding newly won global client Flora. She successfully designed and implemented the account’s operating model while simultaneously leading campaign planning and activation. Her strong performance saw her deliver the agency’s highest client advocacy (TRR) scores for two consecutive years, with frameworks she developed later adopted across EMEA, leading to her promotion to Account Director. Since then, Carolyn has transitioned seamlessly onto Hershey and Energizer, rapidly earning client trust and delivering outstanding work. Beyond her client responsibilities, she has made a significant contribution to UM’s culture through mentoring junior colleagues, supporting international talent, and championing purpose-led initiatives. Most notably, Carolyn mobilised more than 30 partners for UN Women UK’s Right to Move campaign without paid media support, generating £750,000 in earned media value and increasing the charity’s social following by 10%. Combining commercial excellence, innovation, and meaningful social impact, Carolyn is a standout talent who embodies UM’s “Stand Against Bland” philosophy and represents the future of leadership in our industry.