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Fernando Machado (Burger King)

Fernando Machado (Burger King)

Fernando Machado is a marketing executive. He is currently the Head of Marketing of Burger King. He was also the Vice President of Global Brand Development for Dove at Unilever. [1]


Unilever (1996 - 2014)

Fernando Machado started his career at Unilever.

He first worked there when he was a college student, working on a small detergent brand in Brazil.

He ended up leaving the company after 18 years.

His last position there was Global Brand Development Vice-President for Dove. He also worked with Pond's in Latin America, Vaseline Global.


While Fernando Machado worked at Dove Global, he oversaw a significant part of the business.

As Vice President of Dove's global brand development, he helped the Masterbrand team by leading the charge in several ad campaigns.

These include the Dove Ad Makeover, Dove Camera Shy, and the Dove Real Beauty Sketches campaigns.

Burger King (2014 - Present)

On March 24, 2014, it was announced that Fernando Machado would be the Senior Vice President of Global Brand Management for Burger King. He relocated from London to Miami for the position.

Controversy with Google & Wikipedia

The beginning of the infamous 'Burger King | Connected" ad: "Okay, Google: What is the Whopper burger?"

The beginning of the infamous 'Burger King | Connected" ad: "Okay, Google: What is the Whopper burger?"

On April 4, 2017, Burger King posted a 15-second demo advertisement about the Whopper. In the ad, a man prompts his Google Home (a voice-activated speaker) to start reading a description of the Whopper from Wikipedia.

This gained notoriety particularly because someone under the Wikipedia username Fermachado123 (which closely mirrors Fernando Machado's name) edited the Wikipedia page to make it manipulate what the Google Home device said in the audio clip.

Wikipedia eventually wrote an open letter to Burger King and several media companies about the advertising campaign.

It specifically demanded that:

  • Burger King apologize to their editors and their readers,

  • Burger King complies with their terms-of-use and posts on Wikipedia its paid editing accounts, the articles edited by them, and any affiliated editors or organizations involved in the editing since June 16, 2014, and

  • Burger King’s parent corporation, Restaurant Brands International and RBI’s parent, 3G Capital take responsibility for ensuring that Burger King fulfills its responsibilities and that similar incidents not be repeated.

Neither Burger King nor Fernando Machado have yet to apologize for any actions committed on Wikipedia's platform.

Awards & Accomplishments

In 2013, Fernando Machado was award the Grand Brand Genius award by Adweek. He was also labeled International Marketer of the Year that year by M&M Global.

Personal Life

Fernando Machado currently lives in Miami. He lives with his wife and dog. [1]


Citation Linkaroundtheworldin80brands.wordpress.comSeptember 2013 interview with Fernando Machado
Apr 20, 2017, 3:29 AM
Citation Linkinstagram.comFernando Machado's Instagram
Apr 20, 2017, 3:49 AM
Citation Linktwitter.comFernando Machado's Twitter
Apr 20, 2017, 3:49 AM
Citation Linkeveripedia-storage.s3.amazonaws.comFernando Machado's Wikipedia account was blocked in April 2017
Apr 20, 2017, 3:52 AM
Citation Linkcampaignlive.comHow Fernando Machado is bringing Burger King 'back to greatness'
Apr 20, 2017, 4:14 AM
Citation Linkyoutube.comDove - The Ad Makeover
Apr 20, 2017, 4:22 AM
Citation Linkyoutube.comDove - Camera Shy
Apr 20, 2017, 4:23 AM
Citation Linkyoutube.comDove - Real Beauty Sketches
Apr 20, 2017, 4:25 AM
Citation Linkadweek.comFernando Machado wins the Grand Brand Genius award in 2013
Apr 20, 2017, 4:28 AM
Citation Linkcontagious.comContagious.com article on Fernando Machado
Apr 20, 2017, 4:35 AM
Citation Linkeveripedia-storage.s3.amazonaws.comWikipedia tweaked the definition of the Whopper on Wikipedia; one user claimed the burger had cyanide
Apr 20, 2017, 4:45 AM
Citation Linkyoutube.comBURGER KING® | Connected Whopper® commercial; infamous for hijacking 'Okay Google' speaker devices
Apr 20, 2017, 4:50 AM
Citation Linkeveripedia-storage.s3.amazonaws.comThe beginning of the infamous 'Burger King | Connected" ad
Apr 20, 2017, 5:25 AM
Citation Linkbloomberg.comBloombergreports on Fernando Machado being the Senior Vice Preside of Global Brand Management for Burger King(March 24, 2014)
Apr 20, 2017, 7:04 AM
Citation Linkeater.comEaterarticle about the Burger King commercial that manipulated Wikipedia's Burger King article
Apr 20, 2017, 7:28 AM
Citation Linkeveripedia-storage.s3.amazonaws.comWikipedia'sopen letter to Burger King (signed by Wikipedia editors)
Apr 20, 2017, 7:33 AM
Citation Linkyoutube.comBusiness Insider posts a video about Burger King's commercial involving Wikipedia's "Whopper" article
Apr 20, 2017, 7:40 AM
Citation Linkcmosonthemove.comFernando Machado's 'CMOs on the Move' profile
Apr 20, 2017, 8:13 AM
Citation Linkwww.youtube.comDove - The Ad Makeover
Apr 20, 2017, 4:22 AM
Citation Linkwww.youtube.comDove - Camera Shy
Apr 20, 2017, 4:23 AM