Creative Belgium is excited to finally welcome Fernando Machado, Global CMO Burger King. Because of the Covid-19 pandemic it will be a virtual session. The Creative Session “Creative Courage” is a must do for all people believing in creative excellence.

About the talk

Creativity as a source of competitive advantage.

What if marketers treated creativity as a competitive advantage? And, most importantly, what results would brand be able to achieve? As the relationship between brands and people evolves, fueled by rapidly changing technology, media landscape and consumer expectation, it is easy to confuse what is here to stay and what is just noise. Fernando Machado, Global Chief Marketing Officer for Restaurant Brands International, believes creativity can be a source of competitive advantage. Fernando will bring a unique entertaining presentation that will showcase how Burger King consistently punches above its weight thanks to a firm belief that creativity does pay off.

About the speaker

Fernando is a global marketer with a passion for growing brands and businesses. With more than 160 Lions in Cannes (8 GPs, including 2 Titanium GPs), 16 D&AD Yellow Pencils, and 2 Grand Effies in North America, Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Restaurant Brands International, Fernando’s focus is infusing Burger King, Popeyes and Tim Hortons with purpose (incl. sustainability), improving product quality, modernizing design, and inspiring the organization around tech, digital and 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, Advertiser of the Year at the Clio Awards 2018 and 2019, and Creative Brand of the Year in Cannes 2019. Fernando led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, “Scary Clown Night”, “Burn that Ad”, “Birthday Clowns”, and “Whopper Detour”and the “Moldy Whopper”. Prior to joining BK, Fernando worked for 18 years at Unilever.