Advertiser and Agency Ticket Invitation Request

MMS Chicago: The Now Economy
July 25th, 2017
Chicago, IL
20171206
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Fernando Machado

Fernando Machado

Global CMO - Burger King

have a passion for growing brands and businesses. I believe that brands can represent much more than the
products they sell. With more than 100 Lions in Cannes (5 GPs involving 2 different brands), 12 D&AD Yellow
Pencils (involving 3 different brands), and 2 Grand Effies in North America, I am a mature global marketer
who pushes the creative boundaries to drive business growth.

I worked for about 18 years at Unilever. Starting as an intern in a factory, I moved up the ranks working on
almost every single product category at Unilever. In 2013, I was recognized as Grand Brand Genius by
Adweek and as International Marketer of the Year (M&M Global). In my last 4 years at Unilever, together
with the incredible Dove team, I led the groundbreaking "Dove Real Beauty Sketches" campaign, which
reached more than 200 million total views online (the most watched piece of branded content in history) and
6 billion impressions. Sketches also won an infinite number of awards (20 Lions in Cannes, 2 D&AD Yellow
Pencils, 1 Grand Effie in North America).

Now at Burger King, the challenge is to infuse the brand with purpose, modernize the design, train the
marketing team and generate brand love through innovation and advertising. The good news is that it seems
that our plan is working. BK’s business is consistently growing ahead of the industry. And campaigns like
Proud Whopper (13 Cannes Lions, 1 Grand Clio and 1 D&AD Yellow Pencil in 2015) and McWhopper (19
Cannes Lions in 2016-17, 6 D&AD Yellow Pencils, 1 Grandy, 1 Grand Effie in North America, 8.9 billion
impressions) are resonating with the audience creating lots of talk-ability and brand love. In fact, Burger King
became Client of the Year at the D&AD in 2016 and Cannes Lions Creative Marketer of the Year in 2017.
Personal recognition came in the shape of the 2017 Marketer of the Year from the AD Club of NY.