Matthew Williams Mondelez

Matthew Williams

Mondelez

Marketing activation director, UK & Ireland Chocolate

The good-natured Williams says his year has been "busy, challenging, fun, full of learning and rewarding". In the world of tightening marketing budgets, he is particularly pleased to have secured a 20% media spend increase by demonstrating strong ROI and campaign metrics. He has also deployed marketing methods fusing the latest technological advances with traditional media, such as working with Sky to air TV ads targeted according to people’s viewing preferences. A creative highlight was bringing back the Cadbury Milk Tray Man for the brand’s centenary celebrations, a move that Williams says makes him wonder which other brand equities might be worth reviving.