[Keynote] Fernando Machado

Fernando Machado

CMO, Activision Blizzard

Fernando is a global marketer with a passion for growing brands and businesses. With more than 160 Lions in Cannes (8 GPs, including 2 Titanium GPs), Fernando is known for pushing creative boundaries to drive business growth.

Fernando joined Activision Blizzard as CMO in April 2021. He is now responsible for the marketing initiatives of some of the most exciting titles in the gaming industry (Call of Duty, World of Warcraft, Diablo, Overwatch, Candy Crush, among others).

Previously, as Global CMO at Restaurant Brands International, Fernando’s focus was to infuse Burger King, Popeyes and Tim Hortons with purpose (incl. sustainability), improving product quality, modernizing design, and inspiring the organization around tech, digital and brand development. Under Fernando’s leadership, Burger King became Client of the Year at the D&AD in 2016, Creative Marketer of the Year in Cannes 2017, Client of the Year at the One Show 2018 and 2020, Advertiser of the Year at the Clio Awards 2018 and 2019, and Creative Brand of the Year in Cannes 2019. Fernando led groundbreaking campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Whopper Neutrality”, “Whopper Detour”, “Stevenage Challenge”, “Moldy Whopper” and “Cows Menu”.

Prior to joining BK, Fernando worked for 18 years at Unilever. Starting as an intern, he moved up the ranks working different product categories and brands, including Dove where he led the groundbreaking “Beauty Sketches” (Titanium GP in 2013).

Topic: The Experience of the Future
Most companies have processes and tools in place that help them evolve their products or services in order to deliver against the constantly evolving consumer needs. But with the level of uncertainty around the world and with things changing faster than ever before, how can one diminish the risk of not being competitive in the future? Fernando Machado, Activision Blizzard CMO, will share some of the principles he implements in order to define the experience of the future.