Fernando Machado, operation partner, GSP USA, has won over 200 Lions during his career. He was at the helm at Burger King when it won ‘Creative Marketer of the Year’ at the Cannes Lions International Festival of Creativity in 2017, and was global brand development vice-president, Dove, when ‘Dove Real Beauty Sketches’ was rolled out.

In our April issue, he spoke to us about awards, how strong brands can be built, advice for young creatives, and more…

When asked about the most important aspects of building a strong brand in today’s hyper-competitive marketplace, Machado was clear that differentiation isn’t just a strategic choice - it’s a necessity for survival.

“Differentiation was key in the past and will continue to be key in the future,” he said. “But many brands end up converging to the mean becoming part of the sea of sameness. Building a differentiated brand requires courage and conviction. And that’s why it is much easier said than done.”

That same mindset spills over when Machado talks about creativity and risk.

In a world where marketers are constantly told to play it safe, he flips the script.

“The biggest risk is to create something that is plain vanilla and boring and being unnoticed,” he said, pointing out the financial burden of trying to force attention through paid media.

Machado remarked, “Doing things that are ‘safe’ is a much bigger risk than embracing the challenge of doing something unique and different.”

Having led some of the most unforgettable campaigns of the last two decades from Burger King’s ‘Moldy Whopper’ to Dove’s ‘Real Beauty Sketches’ - he’s no stranger to that tightrope walk between boldness and business.

Take the Moldy Whopper, for instance. Most people remember the bold visual, but few recall the quiet, five-year mission behind it.

“Moldy Whopper was the ending of a process to clean up Burger King products by removing preservatives, colours and flavours from artificial sources,” Machado explained. “I believe it was more daring and risky to have the brand embrace the challenge of modifying the products than the Moldy Whopper campaign itself.”

The effort wasn’t just creative; it was deeply strategic - a brand using creativity to reveal operational progress. And that’s where Machado sees real power: when creativity isn’t tacked on, but built in.

“Focus on doing great creative work that drives results. Awards will be a welcome side effect,” said Machado speaking about awards.

This was a reminder that while the industry often celebrates shiny metals, the real prize is brand impact. He added, “One should not make (awards) an objective because it will not be sustainable. One will end up failing to deliver results and that will bite back.”

So what does a Cannes Lions judge look for when faced with hundreds of hopeful entries?

“Great ideas beautifully executed. That’s pretty much it,” he shared. And while AI is gaining buzz, Machado views it as just another tool in the belt not a replacement for human ingenuity.

For younger creatives hoping to make their mark, his advice is grounded and real: “It is not easy. If it was easy everyone would be doing it. If it was easy it would not need you to be there to make a difference.”

To get more insights from Machado's conversation, click here to buy our April issue now!