Fernando Machado on Creating a Culture of Innovation That Leads to Results

When asked by Viacom Head of Ad Solutions Sean Moranamp160about the fine line between the art and science parts of marketing Machado said we need bothamp160 quotEveryone has the same dataquot he repliedamp160 quotSo if you39re just managing by data you39re probably not doing anything that is very differentquotEarlier during a keynote presentation Machado cited Mark Zuckerberg39s quote quotthe biggest risk is not taking any riskquot and encouraged the audience of brand marketers to quotlet the idea growquot and quottrust uncertaintyquot as ways to achieve the kind of creative breakthrough that moves the needle for brandsMachado also embraced data which he says his team uses to quotcome up with insightsamp160 We test everything to make it betterquot he said adding that even though they tend to be more conservative in most cases quotwhen there was a lot of media moneyquot they took calculated risks as long as they were on brand and briefMoran noted that Machado39s ability to tap into the zeitgeist to revamp a culturally connected brand like Burger King wouldn39t have been possible without the right teamamp160 Machado credited his agencies which he affectionately called his quotpartners in crimeamp160 I hate the expression clientagencyquot heamp160said adding that he liked to think of brand and agencies as a unified quotbrand teamquotThis way of quotcreating a culture within the organizationquot as Moran described it has given Burger King its mostrecent brand wins such as the Google Home Whopper McWhopper and Chocolate Whopper campaigns which in many cases originated in the company39s regional officesamp160 quotWhen you set up reactions through results people feel they are empowered to do morequot Machado notedWhen Machado highlighted Burger King39s starstudded chicken strips campaign Moran asked him about his take on influencer marketingamp160 quotI don39t have anything against celebrities or influencers as long as they are authenticquot the Burger King CMO saidamp160 He added that five years ago he would39ve been focused on finding someone who has the most reach now he39d go for someone smaller as long as the influencer has quotan authentic history or affinity with the brandquotLastly the top marketers addressed the way technology is changing QSRamp160 quotWe still have a lot to do regarding CRMquot Machado said admittingamp160to having come to CES to learn best practicesamp160 quotI wish we would39ve been here for many years backquot he concluded amp160The fireside interview between Sean Moran Head of Ad Solutions of Viacom and Fernando Machado Global CMO of Burger King was conducted as part of the annual Brand Innovators quotBrands Bet on Digitalquot Conference which was held in Las Vegas in conjunction with the Consumer Electronic Showcase CES Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Fernando Machado on Creating a Culture of Innovation That Leads to Results

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