Fernando Machado, Global Chief Marketing Officer, Burger King

BE AFRAID. BE VERY AFRAID. BUT DO IT.

In the world of today, standing out is not just a nice to have but the only way to survive. Through a series of award winning case studies, Burger King will share some of the principles on how to develop work that truly stands out and how that creates value for the brand and the business.

Top 5 questions this session will answer:

• How do I brief to get high voltage ideas?
• How to convince your client to take “risks”?
• Do impressions/ earned media translate into sales?
• What type of research/ mitigation plan do I need?
• What if I embrace risk and everything goes wrong?

Fernando is a global marketer with a passion for growing brands and businesses. With more than 120 Lions in Cannes (5 GPs), 16 D&AD Yellow Pencils, 1 Grandy (McWhopper), and 2 Grand Effies in North America, 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 led campaigns such as “Proud Whopper”, “McWhopper”, “Google Home of the Whopper”, “Burning Stores”, “Bullying Jr”, “Whopper Neutrality”, and “Scary Clown Night”.

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).

Fernando was recognized by Adweek as Grand Brand Genius (’13 and again as Brand Genius in ’18), by the AD Club of NY as Marketer of the Year (’17), by Business Insider as top 10 most innovative CMOs (’17 and ’18), by AdAge as top 50 most creative people in the business (’17), and by Forbes as Top 100 Most Creative Minds in Business.

 


Märtha Rehnberg

Märtha is a trained political economist and published scholar on the future of global value chains and new technologies. She has held talks internationally on what she calls technological intuition and responsible disruption. Notions she uses to inspire individuals to lean into new technologies with curiosity, critical thinking and courage to self-disrupt.

As an original agenda-setter, Märtha Rehnberg been selected as a Leader of Tomorrow by the St Gallen Symposium for three consecutive years, and profiled as a FemTech Leader by Innotribe, the Carlisle & Gallagher Consulting Group and the Digital Finance Institute.
In 2018, she was appointed member of the High Level Industrial Roundtable “Industry 2030” by the European Commission to define and co-author a bold strategy for the future of European industries.

Märtha Rehnberg provides a young professional’s take on the technological reality we are creating. One in which the technological utopia frees us from laborious tasks that hamper creativity, encourages our mindfulness and focus to discuss and solve big issues. But also, one in which the technological dystopia deceits us into uncritical adoption and adaption, invades our understandings of ethics and privacy, and locks us to our couches streaming Netflix.

In her talks, Märtha Rehnberg talks about Technological Intuition as the new and ubiquitous skill needed to navigate key digital, super intelligence. To this end, she dives into industries that are in digital transformation to highlight some of the promises and perils that precisely depend on our ability to apply Technological Intuition.
She is a former intrapreneur at the shipping conglomerate Maersk wherefrom she spearheaded the industrywide introduction of 3D printing. Her determination to localize sustainable production has made her special advisor to a nationwide 50M DKK ‘Additive Manufacturing -hub’ in Denmark – a venture she wrote the vision for.

Moderator: Creative TECH

Johan Witt

Johan Witt is a Partner of IT and Management Consultancy Netlights. Lectures at Stockholm School of Economics and has a past as CEO of the architect firm Krook and Tjäder.

“During my 13 years at Netlight, I have experienced growth from 18 people to over 1250, we have opened 9 new offices in Europe, which is entirely through organic growth. We have also won a number of fantastic awards, such as Di maratongasell, The Week’s Business Super Company, Sweden’s best selling organ, CEO of the year, etc.

But of all the prices I’m most proud of is when Netlight won the award as Sweden’s best employer! 2015, 2016 and 2017.”

Moderator: Era of MARKETING

Patrik Stoompendahl

Head of Strategy & Science Odyssey

Track 1: Creative TECH

Markus Wulff, Analog & Tech

Marketing is changing because consumer’s behaviours are changing. Technology innovation create new ways for brands to establish loyalty and consumer insights.

How are brands using internet of things to achieve competitive advantage?

How can the marketing role embrace tech innovation to create new added values for the end consumer?

Markus Wulff is a digital business developer with a educational background in both technology and marketing. With experience from entrepreneurship and large corporations, Markus’ focus is to develop new revenue streams by enabling marketing and tech innovation as a part of creating new consumer values.

Track 2: Era of MARKETING

’Diversity in advertising – why and how’

By the network All of Us founders:
Canan Yasar, Creative Director at Obeya PR
Nicole Kavander, Account Director & Strategist at Creuna
Roshanak Fatahian, Client Director at Making Waves