Fernando Machado

Global Chief Marketing Officer, Burger King, USA

Fernando Machado -  DK2018

*WTF R U GUYS DOING? (*presentasjon kommer)

Burger King is one of the most iconic brands of all times. However, for some reason, Burger King got stuck in time. The positive memories around the brand started to fade. The brand lost its edge and started to fall in the common place. How to change this downward trajectory? How to win a hyper competitive market when you are on a budget? How many category norms should I break (if any)? How to make your entire organisation embrace brand change?

Fernando is currently the Head of Marketing of Burger King. In 2013, Fernando Machado was award the Grand Brand Genius award by Adweek. He was also labeled International Marketer of the Year that year by M&M Global.

Video: Burger King's Fernando Machado on traditional ads, big ideas and selling whoppers

Hvor: Main Stage

Når:Tirsdag 06:30-07:15