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Hugh Griffiths

Hugh Griffiths

MA (University of Leeds)

Position: PhD Student


Telephone: +44 (0)29 208 75688

Location: Room 1.24, Bute Building

PhD Research

Digital platforms: Learning, change & nation branding

Digital platforms are opening up new ways of learning. A number of such platforms have been created with the aim of promoting change or advancing a particular set of ideas. This project is particularly interested in digital platforms which have their roots in a place or an event and seeks to understand the relationship between physical place and global expression online, along with their importance in economic, political and cultural terms.

The aim of the research is to evaluate the role and impact of these new digital platforms, and specifically to examine the Do Lectures. Based in Cardigan, the Do Lectures (ideas + energy = change) holds its signature annual event in a West Wales forest, but has a growing international following online.

The research will evaluate the influence of the talks and the event as a whole not only from a Do Lectures point of view but also from a Wales point of view. To what extent can a small event influence how Wales is seen around the world, helping to shape the country’s “brand”?

The picture that emerges from the research will be of value to digital platform entrepreneurs but also to organizations which need to understand the impact of their digital footprint. The research outcomes will also be of interest to the tourism industry, to education and to the media.

Supervisors: Professor Justin Lewis and Professor Ian Hargreaves

Related Links: Do Lectures


Hugh has worked in a range of senior and executive roles in central government, most recently as a specialist in brand and corporate communications. As one of the public sector's earliest brand managers, he helped to form a Whitehall group dedicated to support brand practitioners in government and shape relevant policy and practice.

Since 2008 Hugh has been a visiting lecturer on strategic branding for the postgraduate programme for senior government communication professionals (MA Public Communication, University of Leeds).

His previous research examined models for evaluating government brands and was the subject of his MA dissertation.

Prior to working in brand communications, Hugh held several roles within corporate education where he supervised and delivered a wide range of lectures, courses and modular programmes.


Hugh has lectured on brand and branding in culture as part of the BA Journalism, Media and Cultural Studies programme and has taught on the undergraduate modules 'Media and Democracy' and 'Representations'. During 2013-14 he will be an associate lecturer for the postgraduate programme MA Political Communication.

Awards and Memberships

2011-2014 Knowledge Enterprise and Skills Scholarship (KESS), a full award made by the Welsh Government and funded through the partnership of the European Social Fund, Cardiff University and the Do Lectures.

Accredited practitioner and member of the Chartered Institute of Public Relations (CIPR)

2009-2010 MA Public Communication, University of Leeds

Other Roles

Mentor, Postgraduate Certificate in University and Learning (PCUTL)
Representative on the PhD and MPhil Research Staff/Student Panel
JOMEC Education Committee
JOMEC Research Committee