RBI Global Marketing Director Fernando Machado Takes Us On Burger King’s ‘Timeless’ Rebranding


Fernando Machado is a name synonymous with bold marketing. For almost 6 years as Global Marketing Director of Burger King, Fernando and his team, internal partners and agencies, have led some of the most creative and daring campaigns including Whopper Detour and Moldy whopper. Campaigns that have not only proven how bold the brand can be, but how bold campaigns have the power to drive real business results.

For his comeback at CMO Moves, we gathered in a Miami Burger King (ambient restaurant sounds and all) to dive into the what and why behind Recent name change from BK and how he makes sure his team and partners are creative, but not just for the creatives.

In January 2020, Fernando took on the role of overseeing not only the Burger King brand, but also Popeye’s and Tim Horton’s and noted how the shift from one to three brands took his creativity even further. He explained, “The more you think about different things and use lateral thinking to see different realities, the more creative you become.”

And it is with this creative lens that Fernando, his team and his agency partners were able to give Burger King a nostalgic new brand image. Fernando shared how this rebranding was long in coming in order to catch up on where the brand is now and where it is going.

“Because we took key food quality milestones in terms of sustainability, experiences and digital, we felt it was time to renew the visual identity to signal people that the brand is evolving.

And with a rebranding that’s been cooking for almost two years and transcending beyond just a visual identity, Fernando noted how cross-functional collaboration was not only essential, but crucial. He also explains how true collaboration is about “leveraging each other’s perspectives and strengths to do what you were doing.” better. ”

Log on to learn more from Fernando on how to make sure you keep creativity alive, how to sell ideas inside, and why expanding your influence within your organization is so essential to your success and happiness.

Heard in this episode: Fernando’s tips for success

Develop your influence

“If you are in marketing, increase the influence you have in the company: push for sustainability, push for clean ingredients, push for diversity and inclusion, push for what you think that the future is and try to be on the right side of the story. . Don’t just put yourself in that marketing box. I believe that people who can marry their personal values ​​with the impact they can have in organizations will be successful.

Prove your creativity by connecting to business goals

Each campaign and idea may have a slightly different goal. I think it is important to define very clearly, what is your goal for what you are trying to do, what are the steps that will prove the case, then start slowly, but start. And prove that creativity can help you get there faster, cheaper, and better with metrics. And then over time, people will start to believe it.

Be patient and Ststrategic

“It’s funny because sometimes I show an idea to my boss, who is the CEO – not because he asks me to, but because I’m excited about the idea – and then he looks at it and says something something like, ‘Oh my God, that makes me really uncomfortable. It will probably work.

It was a journey to show that something creative pays off and to believe that doing it can be a source of competitive advantage. A lot of people, when they look from the outside, think that some of the things we do can be like opening a door, or maybe just be creative in order to be creative. But there is a strategy behind all this madness.



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