Magazine article Marketing

My Month: Matthew Williams

Magazine article Marketing

My Month: Matthew Williams

Article excerpt

The Mondelez International marketing activation director on the challenges and perks of handling famed chocolate brands.

It was a sweet day when I joined Cadbury as a young brand manager in 2001. I am pleased to have had 14 years with the business now, and my current role as Mondelez International's marketing activation director for UK & Ireland chocolate certainly keeps me busy. Although, as with any job, each day has its ups and downs, chocolate genuinely is a fun category to work in and Cadbury is a truly world-class brand.

Marketing has changed a lot and continues to do so at an ever-increasing rate. Back in 2001, you skipped TV ads by going to make a cup of tea, and an application was a formal request for a job ...

As always, there have been many projects keeping me busy over recent months. Innovation is a key part of the chocolate market and, as market-leader, it is key for both our business and the category to grow We're just launching a new bar, Cadbury Dairy Milk Oat Crunch - positioned as the perfect choice for someone looking for a little mid-morning treat - and a delicious new range of Green & Black's Thin bars. There is much more to come, of course, through the rest of this year, and only last week (mid-March) I had the chance to sit down with my European counterparts to agree on the big launches for 2016.

Cadbury has always been, and I believe will always be, the nation's favourite chocolate. We are lucky that our consumers are passionate about everything we do and you see that in the way that they react to every piece of news about the brand. We are in the business of bringing them a moment of joy, which can be challenging at times. With a brand as popular and loved as Cadbury, you would expect nothing less.

While outside we've only just detected the first signs of spring, the marketing team is working hard planning for Christmas. It's an important season for our business, and one when our brand is even more important and special for our consumers. As one woman said in a recent piece of research we conducted: 'Christmas just wouldn't be the same without Cadbury.' And with retailers investing more and more in their marketing campaigns each Christmas, we have to challenge ourselves to find new and different ways to get our message across.

When it all gets too busy, it's always nice to take some chocolates home at the weekend. …

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