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 his brand teams he has scored 120 Lions at Cannes and Burger King was awarded ‘creative marketer of the year’ in 2017 at the Cannes festival.

In just five years with the brand, he has managed to create quite a buzz around Burger King with sharp and edgy marketing. Before joining Burger King, Machado worked...

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