Fernando Machado is a reputation that’s synonymous with daring advertising and marketing. From his time as world CMO for Burger King for practically 6 years, Fernando and crew—each inside and company companions—served up a few of the most artistic and daring campaigns, together with Whopper Detour and Moldy Whopper. Campaigns that not solely proved how daring the model might be, but additionally how daring campaigns have the ability to drive actual enterprise outcomes.  

For his return to CMO Strikes, we met up in a Miami Burger King (restaurant ambient sounds and all) to dive into the what and why behind BK’s recent rebrand and the way he ensures his crew and companions are being artistic—however not only for creatives sake.  

In January 2020, Fernando took on the function of overseeing not simply the Burger King model, but additionally Popeye’s and Tim Horton’s and famous how the swap from one to 3 manufacturers has stretched his creativity even additional. He defined, “the extra you concentrate on various things and use lateral considering to see totally different realities, the extra artistic you get.” 

And it’s with that artistic lens that Fernando, his crew and company companions have been capable of make a nostalgic rebrand really feel recent and new for Burger King. Fernando shared how this rebrand was a very long time coming as a way to meet up with the place the model is now and the place it’s going.  

“As a result of we’ve achieved some key milestones in meals high quality in sustainability, in experiences, and in digital, we felt that that was the time to resume the visible identification to sign to those that the model is evolving.” 

And with a rebrand that was cooking for practically two years and transcends past only a visible identification, Fernando famous how cross-functional collaboration was not solely key, it was essential. He additionally explains how true collaboration includes “leveraging every individual’s level of views and strengths to make no matter you have been doing higher.” 

Tune in to listen to extra from Fernando on how to make sure you maintain creativity alive, learn how to promote concepts on the within and why increasing your affect throughout your group is so vital to your success and happiness.  

Heard on this Episode: Fernando’s Suggestions for Success 

Develop Your Affect 

“If you’re in advertising and marketing, broaden the affect that you’ve within the firm—push for sustainability, push for clear substances, push for range and inclusion, push for what you consider the longer term is and attempt to be on the precise facet of historical past. Don’t simply put your self on this field of simply advertising and marketing. I feel that individuals who can marry their private values with the impression that they’ll have in organizations will succeed.” 

Show Creativity by Connecting to Enterprise Targets 

Every marketing campaign and every thought might have a barely totally different goal. I assume it’s essential to outline very clearly, what’s your goal for what you’e making an attempt to do, what are the metrics which are going to show the case after which begin sluggish, however begin. And show that creativity will help you obtain that goal in a sooner, cheaper, higher means by metrics. And then over time, persons are going to begin to consider it. 

Be Affected person and Strategic 

“It’s humorous as a result of generally I present an thought to my boss, who’s the CEO—not as a result of he’s asking me, however as a result of I’m excited concerning the thought—after which he seems at it and says one thing like, ‘Oh my God, that makes me actually uncomfortable. It’s in all probability going to work.’ 

It was a journey round exhibiting that one thing artistic pays off and believing that attaining it can be a supply of aggressive benefit. Numerous individuals, once they look from the surface, they assume that a few of the stuff that we do could also be like kicking an open door, or possibly simply artistic for the sake of being artistic. However there’s a technique behind all that insanity.”