Marc Mathieu, senior vice-president, marketing, Unilever

Mathieu made headlines last year with his "more magic, less logic" state-of-mind overhaul for Unilever, but now his focus is the democratisation of marketing – empowering consumers and letting them play the role of marketer or "tastemaker" for brands via social engagement.

After hitting a milestone of €50bn (£42bn) in annual sales for the first time at the start of the year, Unilever has championed the growth of user-generated content in its brand marketing, and reinvigorated its tour de force "Campaign for real beauty" work for Dove. The smooth-talking Mathieu has quickly positioned himself as the creative heartbeat of Unilever.

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