Cited as one of the most creative and original marketers working in consumer brands today, Fernando considers where businesses sit in a world of trust, values, ethics and media saturation. Acclaimed for his original campaigns that often combine creativity with social and political issues, he looks at strategy, narratives, and how to embody company values in a brand.
Global marketer and transformational brand strategist Fernando Machado was the Global Chief Marketing Officer at Restaurant Brands International, the home of Burger King, Popeyes and Tim Hortons. He now serves as Operating Partner for the private equity group Garnett Station Partners, and Senior Marketing Partner for the unicorn start-up NotCo, which fuses AI and food technology. Prior to this, he was Chief Marketing Officer at Activision Blizzard, where he lead campaigns for some of the most successful titles in gaming, including Call of Duty, World of Warcraft and Candy Crush.
With a remit to infuse to infuse purpose (including sustainability and social awareness), improve products, modernise design, and inspire around digital and technology, Fernando’s work at Burger King won acclaim and multiple awards for its creative advertising and marketing campaigns, including multiple Cannes Lion awards. Prior to joining Burger King, Fernando spent two decades at Unilever, and led Dove’s groundbreaking ‘Real Beauty Sketches’ campaign. The campaign was not just commercially successful, but acclaimed for its approach to women’s self-image.
In his talks, Fernando considers the intersection between values, brand and consumers. In analysing successful brand strategies, he discusses the need for leaders to stay at the forefront of culture and embody purpose into their trademark. He also discusses the importance of engaging with the political and cultural landscape in order to build a relationship of trust and understanding with customers. Fernando argues that advertising needs to encompass taking risks, using narratives, being involved in history, and cultivating both passion and discomfort into a brand to generate brand loyalty.
© Copyright 2024 JLA. All rights reserved.
