Director, Brand Marketing at LinkedIn; Winner of Adweek’s 2023 B2B Team of the Year and Brand of the Year
Such a pleasure to interview Fernando Machado today and hear firsthand about his incredible marketing career. Fernando's journey has been nothing short of legendary, leading some of the most iconic campaigns and platforms in our industry's history. From BK's "Have it your way" to Dove's "Real Beauty," his impact has been felt across decades. My biggest takeaway: In a world where shiny new objects often steal the spotlight, especially for new CMOs eager to leave their mark, Fernando's wisdom shines through… Consistency is king. Building a brand property is done over time and the best marketers build on what’s already working. Fernando’s first conversations were with those who came 10 or 20 years before him at Dove. The ‘Real Beauty’ platform was in place for 10 years already when he arrived. In fact, David Ogilvy came up with the three quarter moisturising claim for Dove back in the 50’s but that was still so valuable to the brand. The classic CMO mistake is to come in and think you should throw all of that out and start something new. Be humble, be respectful and don’t throw out what’s working. Instead, look for new modern insights to deploy within the same position or platform. Big thanks to Fernando, Angela, Tobi, Monty & Steve for an enlightening discussion! #RealBeauty #BrandBuilding
Thanks for having me today!
That’s brilliant Keith. I’ve always been a big fan of his
Project and Program Management | Customer-facing | Communication | Planning | Insights | CX | Stakeholders Management | Leadership | Brand Marketing Strategy | Organization | Omnichannel | Digital | Agile
1moWhat a captivating insight into Fernando Machado illustrious marketing career! In an industry often dazzled by novelty, Fernando's emphasis on building upon established successes is truly inspiring. I remember his classes during my MBA and was exactly this point that did difference for me! I'm a big fan of "Real Beauty"and its the best example to innovate within existing frameworks. Marketers may well follow this model of success! Good to hear Keith Browning :)