Fernando Machado

Global chief marketing officer, Burger King | Miami

For arming Burger King with wit

As the global CMO, Machado is responsible for making Burger King the most creatively irreverent marketer among fast-feeders, and kept a years-long streak alive in 2019 by managing to make McDonald’s the best place to buy a Whopper. “Whopper Detour,” which geo-fenced a 600-foot perimeter around 14,000 McDonald’s locations and triggered a coupon notification for a one-cent Whopper and directions to the nearest BK location, hit 3 billion media impressions, 1.5 million app downloads, and made the BK app No. 1 in the App store.

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Stories about Fernando Machado

Creativity

Burger King is melting down plastic toys to recycle them into something actually useful

The initiative is starting in the U.K. and is also removing all plastic toys from kids’ meals.

Creativity

How this Burger King marketing whiz gleefully trolls McDonald’s

Creativity

The ad industry wants student ideas to help fight gun violence

Created by ad industry nonprofit One Club and agency MullenLowe, Fight Gunfire With Fire wants to harness student creativity to raise awareness and support for stopping gun violence.

Creativity

Burger King’s Five Tips For Marketers On How To Suck Less

Burger King CMO Axel Schwan and head of brand marketing Fernando Machado outline how brands can make their relationship with ad agencies–and the resulting work–better.

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Fernando Machado

Global chief marketing officer, Burger King | Miami

Stories about Fernando Machado

Burger King is melting down plastic toys to recycle them into something actually useful

The initiative is starting in the U.K. and is also removing all plastic toys from kids’ meals.

How this Burger King marketing whiz gleefully trolls McDonald’s

The ad industry wants student ideas to help fight gun violence

Created by ad industry nonprofit One Club and agency MullenLowe, Fight Gunfire With Fire wants to harness student creativity to raise awareness and support for stopping gun violence.

Burger King’s Five Tips For Marketers On How To Suck Less

Burger King CMO Axel Schwan and head of brand marketing Fernando Machado outline how brands can make their relationship with ad agencies–and the resulting work–better.

Impact

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