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Fostering the ideal creative partnership

Burger King's Fernando Machado and DAVID's Co-founder and Chief Creative Officer Anselmo Ramos share the secrets of their successful creative partnership

Clients often hire agencies solely to help lead their creative output and make their brand resonate with audiences across all demographics, ages and backgrounds. This usually results in the agency taking its clients to new places they’ve never been before, sometimes even convincing their clients to be braver and trust their agencies’ creative visions. But in the case of Burger King and their lead global agency, DAVID, a true partnership means sharing the creative reins and coming up with bold and provocative ideas, together.

created on Thursday 16 Mar 2017

"The first thing I learned is that everything is possible if you have the right partnership, if you really believe in something and you have the same ambition.  The second thing is that you really have learn how to position yourself in a photo!"
Anselmo Ramos
In this session from Cannes Lions 2015, you can hear from one of the hottest marketing partnerships: Fernando Machado, SVP, Global Brand Management at Burger King and leader of the famous Proud Whopper campaign, which won 13 Cannes Lions in 2015, along with 127-time Cannes Lions winner Anselmo Ramos, co-founder and Chief Creative Officer of hot international creative agency DAVID, Burger King’s lead agency of record.

Together they discuss their bold and unconventional projects, including Dove's "Real Beauty Sketches," which won 20 Cannes Lions and the first Titanium Grand Prix for Latin America, the "Proud Whopper" and "Whopper Sign" work for Burger King, and how they continually work together to push the boundaries for both the brand and the agency.


See more talks on the Cannes Lions Archive

Burger King has been announced as the 2017 Cannes Lions Creative Marketer of the Year. 

To see more fantastic talks from previous editions of the Festival, visit the Cannes Lions Archive.