Miles Williams is a Strategy Director at McCann, where he has developed brand and creative strategy for a range of high-profile clients including E.ON, Slumberdown, Dettol and Ladbrokes. With over a decade of experience spanning agency and client-side roles (including Asda and IMA where he worked with the likes of Jet2 and JLR), he brings a commercially grounded perspective to building brands that perform in the real world.
Working across categories from FMCG and Financial Services to Energy Infrastructure and Automotive, Miles has developed a specialism in applying behavioural insight and psychology to unlock growth. His approach is rooted in a simple belief: creativity is the only was to unlock real work commercial impact. At McCann, this is shaped by a strong effectiveness culture, ensuring that every strategic decision is tied to clear commercial outcomes and measurable success.
Miles has contributed to multiple IPA and Effie submissions and is an accredited member of the IPA (MIPA). He is an active contributor to industry discourse, having spoken at Prolific North events and through McCann platforms on the role of strategy in driving both brand and business results.
As an Effie judge, Miles brings a pragmatic and disciplined perspective. He champions work that doesn’t just capture attention, but changes behaviour and delivers lasting commercial impact.
