The Marketing Geniuses Behind Burger King and Anheuser-Busch Reveal Their Trade Secrets, to Each Other

Fernando Machado and Marcel Marcondes get candid

It’s rare to hear unguarded conversations between two of the industry’s leading CMOs. How often do major marketers truly let loose during press interviews or run-of-the-mill conference panels? That’s why Brandweek is asking world-class CMOs to interview one another: to find out what keeps them up at night, why they aren’t using agencies of record anymore and how they are making failure a part of their process. In this issue, we’ve paired Anheuser-Busch InBev’s U.S. CMO, Marcel Marcondes, with Burger King’s CMO, Fernando Machado. (3G Capital’s founders have a stake in A-B InBev; 3G Capital owns Burger King’s parent company, Restaurant Brands International.) The two men worked together at Unilever in Brazil and just partnered on a campaign to revive Budweiser’s beloved “Whassup” with a cameo from the Burger King king himself. If you’re wondering, yes, this conversation, which has been condensed and edited for clarity, kicked off with the two executives shouting “Whassup” at each other. —Kristina Monllos

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This story first appeared in the September 24, 2018, issue of Brandweek.