Fernando Machado BK
In a session of Advertising Week Global, Fernando Machado, global CMO of Restaurant Brands International (RBI), said that a key responsibility of his position is to help the organization reach the right balance between short- and long-term planning. “Due to marketing specialists´ characteristic focus on consumers, the voice of reason is often that of the CMO, who brings the voice of consumers to the table,” Machado said when interviewed by “digital prophet” David Shing. Due to the pandemic, he said, organizations now realize that some of the steps that were being considered for the long-term future have shifted to the now. “Perhaps that gives more voice to people in the organization who were previously thinking about those long-term possibilities,” he said. Machado added that when Covid-19 spread around the world, there were companies already prepared for the future, especially ones on the tech side and others like his “that work for the future but are agile, so we can change course swiftly, setting new goals with little bureaucracy.”
