Matthew Williams

Marketing activation director, chocolate

Mondelez International UK

Williams is the maestro behind the successful refresh of the 109-year-old Cadbury Dairy Milk brand, achieving double-digit growth, innovating with ‘Marvellous Creations’, the biggest FMCG launch of 2013. He has driven the Cadbury brand forward with high-profile campaigns featuring actor James Corden and lip-syncing office-worker ‘Keith’, real-time marketing at the Brit Awards and the #FreeTheJoy hashtag.