Vision 100


Matthew Williams

Marketing activation director, UK & Ireland, Chocolate

Mondelez International

Modernising the look and attitude of one of the country’s most beloved brands was always going to need vision. Matthew Williams held his nerve in the face of traditionalists decrying change and has helped push Cadbury into the digital world. The marketing team has embraced every social media platform. Williams also took the bold step of launching Cadbury’s first multi-brand festive ad at Christmas.

Biggest challenge: "Pushing forward Cadbury's marketing strategy via new platforms and ideas while respecting its heritage."