Survivors Guide 


A Cannes Lions 2019 talk from Burger King


For years now, critics of all kinds have been propheticizing the death of advertising. Whether brought by the VHS, TiVo, Social Media, Ad Blockers, Netflix, AR, AI, the Russians or the demonetization of YouTube videos, the Adpocalypse is coming - and yes, just like the night, it is dark and full of terrors.That's why Cannes is a festival of creativity, not just of advertising. And this year Fernando Machado and Marcelo Pascoa went beyond Burger King's advertising to talk about how the brand continues to reinvent itself through design, technology, and product innovation. All wrapped up on what really matters: Creativity.


Fernando Machado

Global Chief Marketing Officer, Burger King

Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs, incl. a Titanium GP for Dove), Fernando is known for pushing the creative boundaries to drive business growth. Currently as Global CMO at Burger King, Fernando’s focus is infusing the brand with purpose, modernizing the design, and inspiring the organization around 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 Advertiser of the Year at the Clio Awards 2018. Fernando was recognized by Adweek as Grand Brand Genius ('13 and '18 - only person to ever win twice), by Business Insider as top 10 most innovative CMOs ('17 and '18), among many others.
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Marcelo Pascoa

Head of Global Marketing, Burger King

Marcelo Pascoa is the Global Head of Brand Marketing at Burger King, Miami. His previous roles include Global Creative Director at Coca-Cola and Head of Marketing for Latin America at Airbnb. Before becoming a client, Marcelo was a copywriter and creative director for agencies such as DDB and Grey. His work, both as creative and as a client, has been recognized by several international awards, including The Cannes Lions International Festival of Creativity, Clio Awards, Jay Chiat Awards and Effie Awards.
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