2026 Virtual Coaches
Toni Hughes
Creative Partner
Ogilvy
Johannesburg
Toni “Poni” Hughes is an Executive Creative Director and Creative Partner with more than two decades of experience across leading networks including BBDO Group, FCB, McCann and now at Ogilvy One. Beginning her career in code and 3D animation, she brings a rare technical fluency to her creative leadership, shaping work defined by precision and craft.
With over 14 years in the beauty category, her portfolio spans FMCG, telecoms, technology, CRM, retail, social, product design and fully integrated brand worlds, across every advertising line that matters.
A multi-award-winning Creative, she has judged both local and international award shows across the Middle East and Africa, serving on juries for The Loeries (Africa and the Middle East), The International Echo Awards, Effie Awards, Gerety Awards, Assegais, Creative Circle and the Pendorings.
Recognized for her discerning eye (“Hawk eye Hughes”), love of tech and deep category expertise, Toni continues to champion work that’s as emotionally intelligent as it is beautifully executed, as she believes that great advertising should make you feel something before it makes you buy something.
Outside of advertising, she’s the partner of a tall fisherman, a mom to one amazing little human, and a yoga teacher.
Fun facts:
• She has a twin brother.
• Her superpower: She ran a full marathon (42.1 km) with zero training.
• She has a twin brother.
• Her superpower: She ran a full marathon (42.1 km) with zero training.