Fernando Machado, winnaar van 160 Leeuwen: 'There are many misconceptions out there'

De Braziliaan Fernando Machado maakte als CMO van Burger King furore met Whopper Detour (Titanium Grand Prix 2019) en The Moldy Whopper (3 Grand Prix in 2021); in totaal won hij 160 Leeuwen. Nu is hij CMO van Mexican Grill chain Chipotle – met 4000 vestigingen wereldwijd en programmadirecteur van Lions Growth MBA (gMBA). ‘Welcome to the real world.’

What do you like so much about the industry?
‘That we can use good doses of magic and logic to make things happen. Our industry requires both the rational side and the creative side. And I love the duality that is required to succeed.’

What’s inspired you the most here so far?
‘I love being able to connect with some of the most creative minds in the industry all at the same time in the same place. To me Cannes is as much about the work as it is about the [magical and logical] people.’

'We get too excited about the next new thing and end up forgetting to focus on some of the fundamentals'

We tend to notice in The Netherlands that basic knowledge of marketing (communication) is eroding, what’s your view on that being the Dean of Lions Growth MBA?
‘I do think that at times we get too excited about the next new thing and end up forgetting to focus on some of the fundamentals, such as a clear brand positioning, knowing how to write a good brief, how to nurture ideas, et cetera. I am curious about the new, I am constantly experimenting with it, but I try to master the things I believe are not going to change. The LIONS Growth MBA is very focused on some of the fundamentals to use creativity to deliver growth.’

The biggest misconception about branding in your opinion, is….
‘That if you have a great product (or service) you don’t need to invest in the brand. And that B2B marketing needs to be more serious and a bit more boring. And that AI will replace all of us. There are many misconceptions out there.’

What’s your view on CMO’s, who still must battle to get proper budget?
‘Welcome to the real world. We all battle to get proper budget. That’s why being creative is so important. Creativity can be a dollar multiplier to your budget.’

Het volledige interview met Fernando Machado lees je in FONK 445: Dit was Cannes 2026. Geen abonnement Koop 'm in de webshop.