The chief marketing officer of the most-awarded brand in the world, Burger King’s Fernando Machado, is to talk about how he has reset the creative strategy within the brand as part of The Drum’s Can-Do Festival.
Joining two sessions of the online festival, which will take place over two weeks at the end of June, Machado will discuss how and why he introduced Burger King's creative ideas-first strategy that has led to the brand winning many creative awards in the process in recent years and gained the fast food giant mass attention, most recently with its ‘Moldy burger’ ad.
Burger King was named by The Drum's World Creative Rankings as the world’s most awarded brand for 2019, ahead of The New York Times, Nike, Mars and Ikea respectively.
Later in the Can-Do Festival he will return for an interview discussing his work with Burger King and sister food retail brands Popeyes and Tim Hortons.
Speaking to The Drum earlier this year while nominated for the Global Marketer of The Year award from The World Federation of Advertisers, Machado said of his marketing strategy: “We push like hell on the creative ambition to get some really cool stuff, but every year we look at ourselves and think, how do we do it? How do we do it again? It's exciting and frightening at the same time.”
Other speakers announced for The Drum’s Can-Do Festival so far include; former Apple chief executive and Pepsi president John Sculley, Dawda Jobarteh, global head of the Sustainable Development Strategy Goals at the UN, Sherilyn Shackle, The Marketing Academy's chief executive, and Fred Levron, the FCB Global worldwide creative partner who was crowned the world's top industry talent in this year's World Creative Rankings.
If you are interested in learning how to get involved with The Drum’s Can-Do Festival then register here, or read about the themes being explored during the two-weeks by the online event on the website.