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.

Machado – the global chief marketing officer at Burger King and chair of the Creative Effectiveness jury at the Cannes Lions in 2018 – explained that the judges “really scrutinize” each and every case study in a competition that honors advertising which:

  • proves long-term results;
  • drives tangible business impacts;
  • fuels cultural change;
  • and/or supports brand purpose.