The Gate’s Hugo Bone joins AML Group as new CD

Hugo bone AML

Independent creative agency, AML Group, has announced the appointment of Hugo Bone to the role of Creative Director.

Hugo Bone

Bone joins from The Gate where, as Creative Director he produced notable campaigns for, among others, Chiltern Railway; The Electoral Commission and Lives Not Knives. 

Prior to the Gate Bone spent time at a number of leading agencies with extended tenures at both BBH and VCCP creating campaigns for O2, Audi and Virgin Media – including the celebrated ‘Introducing the Bolt Family’ with sprint legend Usain Bolt in multiple guises.

Commenting on the decision to hire Hugo, Ian Henderson, AML Group CEO said: “The role of Creative Director is critical to our continued growth as an independent agency – and a difficult hire to get right. 

“Hugo, however, made it an easy process. A creative through-and-through and with a hugely impressive track record he has all the attributes to push our creative offer to the next level. 

“He also understands who we are and our problem-solving ethos of delivering ‘simple ideas for a complicated world’.”

AML works across a number of sectors including financial services, tech and government with clients including: BNP Paribas, UK Government and Vanguard – one of the world’s largest investment companies.

Commenting on his new role, Bone said: “AML excels at working with clients in complex sectors and I’m excited to have the opportunity to work with a talented team to deliver brave, distinctive work. 

“As well as being lovely people, the management team all share an infectious ambition both for the business and the clients – and I’m looking forward to being  part of AML’s continued and  future success.”