Fernando Machado, Chief Marketing Officer at Burger King, is one of the six global marketers shortlisted for this year’s WFA Global Marketer of the Year award in partnership with The Drum. Watch his interview below.
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Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs), 16 D&AD Yellow Pencils, 1 Grandy (McWhopper), and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth.
Currently the Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernizing the design and inspiring the organization around brand development. Under Fernando’s leadership, Burger King became Client of the Year at the D&AD in 2016, Creative Marketer of the Year in Cannes 2017, Client of the Year at the One Show 2018 and Advertiser of the Year at the Clio Awards 2018. Fernando led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.
Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the ground-breaking "Beauty Sketches" (Titanium GP in 2013).
Fernando was recognized by Adweek as Grand Brand Genius (2013 and 2018 - only person to ever win twice), by the AD Club of NY as Marketer of the Year (2017), by Business Insider as top 10 most innovative CMOs (2017 and 2018), by AdAge as top 50 most creative people in the business (2017), and by Forbes as Top 100 Most Creative Minds in Business.
What are the things he's most proud of?
Fernando has renewed the Burger King model and created a brand that agencies recognise as a ‘great client’ because he’s ready to work hard for a fantastic creative idea. His skill is to create communications and platforms that meet society's challenge in terms of brand expectations while also transforming consumer behaviour.
At this year’s Cannes Lions Whopper Detour picked up three separate Grand Prix, alongside a host of Gold, Silver and Bronze Lions.
You can vote for Fernando here until 31 January 2020.
Also shortlisted for WFA Global Marketer of the Year 2019 are: