Hugh Derrick

Partner, London

Hugh Derrick leads eatbigfish’s consultancy practice in London alongside our founder Adam Morgan. Working with clients across categories and geographies, Hugh leverages the challenger perspective to enable clients to solve a variety of business problems, from building positionings for luxury brands in Asia to articulating a new growth plan for HIV drugs across the globe.

Hugh’s early career was spent in advertising – in London (JWT and WCRS), San Francisco (Goodby Silverstein) and back again in London (to AMV BBDO and Wieden and Kennedy). During that time he was involved with many iconic campaigns including the famous Guinness ‘Surfer’ commercial and the much loved (and parodied) US ‘Got milk? campaign.

Alongside his day-to-day client engagements, Hugh’s current focus is on a new training and development programme from eatbigfish called Challenger ID – designed to help lay the foundations of a challenger culture and mindset in a company by training individuals in the six key traits of successful challengers.

I’ve seen a lot of facilitation in my career. I’ve seen bad facilitation. I’ve seen okay facilitation and then I’ve seen Hugh and eatbigfish facilitate, and quite frankly, it’s painful to see other facilitators once you’re used to their standards.
— Tom Moradpour, President and CEO of The Glenmorangie Company