Freedom makes better work.

Jon Williams is Founder and Chief Creative Officer of Freedom Works.

At Publicis he created HYPE for HP, the platform Cannes used as its benchmark for the Titanium Lion, and “Choices” for the DePaul Trust, the world’s first true interactive TV spot. He went on to make the Carling iPint, the world’s first native branded iPhone app, downloaded six million times.

As Chief Creative Officer of Grey London, then Grey EMEA across 47 agencies, he built the network’s best performing creative region: 105 Cannes Lions, 109 Effies, and 51 D&AD Pencils, plus a 2,000 strong talent platform.

In 2017 he founded The Liberty Guild, which now powers Freedom Works.

As well as having chaired or sat on pretty much every award show there is, Jon sits on the Creative UK council and has judged the Luma AI Dream Brief and the Advertising Turing Test. Fuelling his conviction that as machines make more, human taste and judgement matter more than ever.

Aimée is Managing Director of Freedom Works.

A graduate of Ogilvy & Mather, Aimée spent a decade running TUI at BMB, the start-up agency she joined and went on to lead as Managing Director by 2013, producing some of the most decorated work in the industry. After launching Fortnight Collective in Europe, she joined The Liberty Guild and helped take it into the Sunday Times Best Places to Work 2026.

She is a Founding Trustee of CALM, Chair of Words Matter and a Trustee of the Langa Township Pre-School Trust in Cape Town, and she is Marketer in Residence and Honorary Teaching Fellow at Lancaster University. Her conviction is that the best businesses are the ones that make a difference.

And while not a natural athlete, she has harrumphed around the London Marathon five times.

Lins’ attention to detail keeps everyone in line and makes stuff actually happen. He’s a rare multi-platform, multi-format, digital native production leader with a degree in computer science.

He’s worked with big tech, CMS, e-commerce, and digital transformation for companies such as HP, Compaq, Ford, Harvard Business School, and non-governmental agencies. He’s headed up digital production at Wunderman, BHH, and Saint@RKCR/Y&R, improving creative output across digital, and integrated, and delivering global, European, and national programmes for clients such as Microsoft and Unilever.

His last gig before he came to co-found The Liberty Guild was MD of B-Reel, the world’s leading mixed media production company, where he drove technical innovation and creative excellence across TV, film, content, digital, integrated, experiential, and product development.

Holly leads the business across commercial strategy, growth, operations, and delivery. She oversees senior client relationships and strategic partnerships, including partnerships with cultural organisations such as TED, connecting brands and businesses with the conversations, communities and moments shaping their industries.

With over 15 years of experience building businesses and leading international teams, Holly brings executive leadership experience from film and television production and storytelling, which informs her approach to business strategy, creative ambition, and commercial growth. She works closely with C-suite leaders and senior decision makers to identify commercial opportunities, build relationships, and translate ambition into business growth.

Prior to Culture3, Holly launched and built Variety’s branded content studio, developing partnerships with Netflix and Apple TV, and delivering award winning work around NEON’s Parasite.

Holly is also the founder of Get Your Skin Out, changing how visible skin conditions are represented across culture.

Jamila leads on strategic growth, partnership development, and commercial expansion, working with brands, businesses, and entrepreneurs at the intersection of culture, creativity, and commerce. Her background in marketing and international trade and investment promotion informs a commercially grounded approach to building lasting client relationships.

With over 20 years of experience as a global growth leader and commercial strategist, Jamila specialises in entering new markets, building high value partnerships, and scaling opportunities internationally. She works closely with founders, C-suite leaders, and brand decision makers to unlock growth that is both ambitious and culturally resonant.

Jamila brings deep expertise in retail, luxury, fashion, beauty, digital, and the creative industries. She is a passionate advocate for digital trade as a growth enabler and champions female founders and SMEs across the creative economy.

Prior to joining Culture3, Jamila held senior leadership roles at the UK’s Department for Business and Trade, and worked in international marketing roles at Lloyds Bank Private Banking, Merrill Lynch Global Wealth Management and Grant Thornton.