Don’t be afraid of marketing with a higher purpose says Burger King’s Machado

Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.

Brands that have a higher purpose do better in the marketplace and are able to create a legacy for the future, said Fernando Machado, global CMO, Burger King.

Machado is known for pushing creative boundaries to drive business growth, with the help of

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands