RBI Global CMO Fernando Machado Takes Us Inside Burger King’s ‘Timeless’ Rebrand

The Chief Marketer Dishes on Purposeful Creativity, Collaboration and Influence 

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Fernando Machado is a name that is synonymous with bold marketing. From his time as global CMO for Burger King for nearly 6 years, Fernando and team—both internal and agency partners—served up some of the most creative and daring campaigns, including Whopper Detour and Moldy Whopper. Campaigns that not only proved how bold the brand could be, but also how bold campaigns have the power to drive real business results.  

For his return to CMO Moves, 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 how he ensures his team and partners are being creative—but not just for creatives sake.  




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