Winning a Creative Effectiveness Lion at Cannes: Tips from Burger King’s Machado

Fernando Machado, the global chief marketing officer at Burger King, was chair of the Creative Effectiveness jury at the Cannes Lions in 2018, and thus has several valuable tips for entrants in this annual competition.

Fernando Machado has a unique insight into the attitudes of the judges who meet to pick the winning entries in the Creative Effectiveness category at the Cannes Lions International Festival of Creativity.

“Those guys: They are [extraordinarily difficult people], man, in that room,” he said, in more colorful language than a set of parentheses would suggest.

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