Articles by Fernando
-
Where Detour Was Really Going
Where Detour Was Really Going
EXECUTIVE SUMMARY In the past few years Burger King built a reputation for itself. The brand mastered the art of using…
73 Comments -
The Eat Like Andy Story
The Eat Like Andy Story
WHY ANDY WARHOL? When the scene of Andy Warhol eating a Whopper was brought to us by DAVID The Agency, we became…
83 Comments
Activity
69K followers
-
Fernando Machado shared thisLooking forward to Advertising Week New York this October. And it will be an honour to keynote at the Leadership in Brand Marketing from Brand Innovators. Thanks again to Marc Sternberg, Brandon Gutman and the entire BI team for the invitation. It was be awesome to join my friends Rob Master (Edgewell Personal Care CMO), Kelly Mahoney (Ulta Beauty CMO) and so many other industry leaders during this #BISummit. So, if you are coming to Advertising Week in NY during Oct 5-8th, 1515 Broadway (yes, this one is hosted by Paramount Advertising) is the place to be during Advertising Week. Register here: https://lnkd.in/gt_nKt2j #AdvertisingWeek #NYC #BrandMarketing #CMO #MarketingLeadership
-
Fernando Machado shared thisAlways a pleasure to join the Brand Innovators summits. This time I was in NY for the Trade Marketing Summit hosted by VML. Together with the awesome Andrew Levy from AdPipe (if you have video assets, you should check the work they are doing) we spoke a little bit about B2B marketing and how to approach clients in an effective way. I was also able to talk a little bit about the work we are doing at Chipotle Mexican Grill. Lots of really cool things in the making! Grateful for conversations like this one! 💥 Thank you again to Marc Sternberg, Brandon Gutman, Jared Hopfer, Connor Wise and the entire Brand Innovators team for always investing so much to create moments for the marketing community to come together. I feel very thankful to be part of the BI family since 2013. ✨ Check out the highlights: https://lnkd.in/g-_7rmbD
-
Fernando Machado shared thisTRUST. Without it, you will probably take the "safest" path. But when you have someone to trust, when you are not alone, you become stronger. You source courage from each other. And if things don't work, there will be someone to have your back (and vice-versa). I am lucky to have a marketing team at Chipotle Mexican Grill that trusts each other, trusts the other internal teams (you can't get anything done if you don't work collaboratively), and trusts our external partners. And this week we had quite a special moment. That's because we launched our first campaign with a new creative partner: kids the agency. Not only that, I am proud to say that we were their first client and their first asset that "shipped to broadcast" (see what I did there Shelley Sheppard? 🤓 ). And even though the work has just started, the level of trust between KIDS and our team is unbelievable. So, celebrating the first of many ideas/ campaigns that we will do together (there are many in the works already!) and looking forward to doing lots of cool stuff together. Pictures attached show the KIDS office (slightly smaller than my apartment when I lived in NY) with the awesome Paulo Fogaca, Icaro Doria, Pedro Izique, Laura Esteves and Veronica Beach (though the KIDS team is actually larger than that). Also placed the image of our email exchanged when we shipped our first work together. One team.
-
Fernando Machado shared thisLet's talk about food. I mean, REAL food. This week we did something that Chipotle never done before. We launched two amazing products at the same time: Pollo Asado and Chili Lime Chips. Pollo Asado has all-new recipe featuring freshly grilled adobo chicken seasoned with garlic, Mexican spices and hand-cut cilantro, then finished with bright citrus and real lime for a savory, smoky flavor. And Chili Lime Chips is pretty much a fan hack made better. Since 2022, mentions of supermarket seasoned chips paired with Chipotle entrées have increased more than 1,500% across social platforms, while related TikTok and Instagram content has generated approximately 96 million engagements. So we thought we could provide to our guests an option made with real ingredients and not a science/ chemistry lesson-like ingredient list. We are all very proud about these launches. And I had the opportunity to prepare these two new items with the one and only Chef Nevielle J. Panthaky (thank you Chef Nev!). Our culinary team is incredibly passionate and eager to bring new ideas to life. And differently than many restaurants out there that basically "assemble" food, at Chipotle we do have to cook (after all, we don't have freezers, microwaves, can openers or other shortcuts - just 53 real ingredients which we leverage to freshly prepare food everyday). Thank you Shelley Sheppard, Jared Abe, and team for helping record and edit this one!
-
Fernando Machado shared thisWhen you work in a place that has nothing to hide, that cooks with 53 real ingredients, that prepares everything fresh everyday (no freezers), you can just go around with a plastic film camera and document everything. That’s the beauty of Chipotle. For real. Thanks to my friend Ale Burset for inspiring all of us with the amazing “Be Reale / AI Free” project. In fact, I shot with my friend Leo Macias’ plastic camera. Want to know more about “Be Reale / AI Free”? Check it out here: https://lnkd.in/gTupT63b
-
Fernando Machado shared thisThat's suspicious, that's weird 👀 Ricardo Casal, did you crop these?
-
Fernando Machado shared thisReally special day visiting the first ever Chipotle. Yes, the OG, the Chipotle at Evans in Denver. As always, an awesome crew. But this time it felt even more special. I had the chance to sign the wall, which felt like signing the real contract with Chipotle Mexican Grill. It also reminded me of how it all started, how resourceful the beginning was, how unique and different the birth of this brand was. It reminded me of Steve Ells’ quote: “From the very beginning, I didn't know what the fast-food rules were". Well, sometimes not knowing the rules is a blessing. It helps you build something unique and different. And it’s now our responsibility to continue to build this legacy. Thank you Scott Boatwright and Adam Rymer for always being so welcoming and for sharing this moment with me.
-
Fernando Machado shared thisWant to see what the LIONS Growth MBA is all about? Next Thursday, August 13th at 9am PDT, noon EDT, 5 pm BST, we’re opening the virtual doors of the LIONS Growth MBA (gMBA). I’ll be hosting a special Virtual Open House to give you a taste of the program — the topics we cover, some of the incredible interviews and conversations we’ve captured, the thinking behind the course, and what you can expect if you decide to join us. The gMBA was created for marketers who want to grow brands, grow businesses and grow themselves — with creativity at the center of it all. So if you’ve been curious about the program, this is your chance to take a look inside. 📅 Thursday, August 13th ⏰ 9am PDT, noon EDT, 5 pm BST 💻 You can register for the Virtual Open House here: https://lnkd.in/eVFE-VzT Come check it out. Hope to see you there! #LIONSgMBA #LIONSGrowthMBA #Marketing #Creativity #Growth Gaelle Comte, Noelle Hegarty, Paul Kemp-Robertson, Stephanie Pulner
-
Fernando Machado shared this🔥 ALERT OF REALLY COOL STUFF 🔥 For the first time ever, we're opening one of our LIONS Growth MBA (gMBA) live sessions to anyone who would like to participate. And we couldn't think of a better guest than the one and only David Droga. This Friday, July 24th, 7-8 am PDT, 10-11 am EDT, 3-4 pm BST, David will be joining us for a live conversation about creativity, advertising, and most importantly, how great creative drives real business results. One of the things I love most about the LIONS gMBA is that these sessions are interactive. You will be able to join the conversation and ask questions through the live chat, and hear directly from one of the greatest creative minds in our industry. If you've ever wanted a glimpse of what the LIONS Growth MBA experience is like, this is your chance. I hope you'll join us this Friday. Sign-up below and you will get the details to join us: http://bit.ly/4pzH2Rf See you there!
-
Fernando Machado liked thisFernando Machado liked thisA criatividade precisa revidar. Esse foi o recado de Fernando Machado, Chief Brand Officer do Chipotle Mexican Grill, no palco do Braze Forge 2026, em Las Vegas. Ex-CMO do Burger King e com 18 anos de Unilever na bagagem, o brasileiro levou para um evento dedicado à tecnologia uma defesa da ideia diferente. Para ele, marca é diferenciação, e ideia diferente dá medo. Com todo mundo usando as mesmas pesquisas e as mesmas ferramentas de IA, o risco é tudo começar a parecer igual. E mesmo na era da performance, o equilíbrio ideal ainda é 60% do investimento em marca e 40% em performance. Arraste para ver os principais recados da palestra. #MundoDoMarketing #BrazeForge #Forge2026 #FernandoMachado #Criatividade #Branding
-
Fernando Machado liked thisFernando Machado liked thisWe are proud to partner with the KB Foundation Inc., which helps young people across Greater Philadelphia build confidence, develop workplace skills and prepare for their futures. Through our partnership, young adults who have grown up in KB Foundation programs have had the opportunity to gain real-world work experience at Chipotle. We’re grateful to play a small part in their journey. Watch their stories below. 👇
-
Fernando Machado liked thisFernando Machado liked thisWe’re still buzzing from all the ideas shared at Bigger Space, Braver Ideas. The energy in the room was something special. Our community coming together, new connections forming, old ones growing, and a sense of momentum in the air. It was a night to remember and our panelists left us with plenty to take away. Fernando Machado encouraged brand marketers to stand just as strongly for great ideas as agency leaders. Mariota Essery gave her perspective as a creative at the helm of a brand, where she works to uncover deep human truths that move the needle. And Kirsten Rutherford shared her greatest takeaway for working on cross-functional teams: that everyone in the room operates with the same intensity, level of taste, and speed. Thank you all for the thoughtful conversation and to everyone who joined us in our new home. Here’s to GUT LA’s next chapter and all the people bringing it to life. 🖤 #NoGutNoGlory
-
Fernando Machado liked thisFernando Machado liked thisFans have been asking us to bring Chipotle margaritas back for years. This October, we’re giving them what they asked for. 🍋🟩 The Summon the Spirits Tour is bringing our classic margaritas to five cities for a series of weekend pop-ups leading up to Boorito. Each stop will feature a dedicated margarita bar, immersive Halloween décor, interactive moments and a few surprises for fans along the way. 👻 📍 Denver: Oct. 2–3 📍 New York: Oct. 9–10 📍 Dallas: Oct. 16–17 📍 Los Angeles: Oct. 23–24 📍 New Orleans: Oct. 30–31 A fun example of how listening to our fans can turn into something they can experience IRL. 🎃 More details on the tour here: https://lnkd.in/dAsRs9wg
-
Fernando Machado liked thisFernando Machado liked thisThank you Cannes Lions International Festival of Creativity and Steve Latham for inviting me into the room for the CMO Accelerator Los Angeles Edition last week. An incredible group of marketing and creative leaders having the kind of candid conversations you rarely get from a conference stage. Fernando Machado unpacking his first 100 days at Chipotle Mexican Grill. Michael D. Ratner, Co Founder of rhode skin on building brands people actually choose to care about. Patricia Corsiand Renata Ferraiolo on the changing role of marketing leadership. Luiz Sanches on why creativity needs to move upstream into the business. And conversations with leaders from TikTok, Kansas City Chiefs, Meta, Netflix, Mattel, Inc., Uber, McCann and more. My biggest takeaway: the role of creativity is getting bigger, not smaller. It belongs closer to the business, closer to culture, and much earlier in the decision-making process. Grateful to Steve and the entire LIONS team for letting me experience this one up close. Came home with a full notebook and even more questions. The best kind of learning.
-
Fernando Machado liked thisFernando Machado liked thisOur fans have been begging us to bring back the long-lost Chipotle margarita for YEARS. So naturally… we summoned it from the dead 👻 The result? The Summon the Spirits Tour: a five-city comeback bringing the iconic marg back to 5 haunted restaurants for a good time, not a long time. The best part? Figuring out how to make the return feel bigger than a menu item. We took years of fan nostalgia and built a whole world around it, tapping into otherworldly visuals, spells, eerie city moments and IRL experiences to turn authentic demand into a cultural moment made for Halloween. And the party's just getting started… pull up for Boorito on Halloween! 🎃 Huge shoutout to the incredible team who helped bring this one to life: Kirby Ann (Connell) Molinari Erin Carson Madie Bigcas Lex Cluer, MBA Fernando Machado Stephanie Sotelo Perdue Erin Wolford Sally Evans Sachin Hejeebu Jonathan Braddock Luther Bob Chen Kevin McCulloch Kelly Wisner Emma Conway Ring Courtney Babbin Charell Strong Schuyler Higgins Lauren H. Anna Eastman Helen Schulz and so many more!
-
Fernando Machado liked thisFernando Machado liked thisNobody brings in a new brand chief to keep things exactly as they are. Four of the six marketers below either arrived this year or had their remit redrawn, and each of them is in the middle of changing something. All six will share how it’s going at our Leadership in Brand Marketing #BISummit, hosted by Paramount Advertising during Advertising Week in New York City, October 5-8. ✦ Babylist's CMO Jill Cress — the company's first-ever CMO, brought in to build the brand past the registry at a business that crossed $750 million in revenue last year ✦ SharkNinja's Chief Brand & Experience Officer Michelle Crossan-Matos — brand, creative, marketing and consumer experience and the global call centers all report to her, at a company that grew net sales 22% last quarter ✦ Samsung Electronics America's CMO and VP of Mobile experience Keena Grigsby — behind Switchers, the campaign that puts a couples therapist on screen and treats leaving your old phone like a breakup ✦ PepsiCo's Beverages US CMO Mark Kirkham — steering Pepsi, Mountain Dew, Gatorade, and on record that in this category you either keep innovating or you die ✦ Chipotle Mexican Grill's Chief Brand Officer Fernando Machado — gave his first national campaign there to 100 creators with no script, and calls it the first time in his career he built a campaign without knowing the outcome ✦ The Hershey Company's Chief Growth and Marketing Officer Stacy Taffet — behind It's Your Happy Place, the first first new major creative effort in eight years, backed by a 20% increase in marketing spend That's just six of them. Keep an eye on your feed for the rest of the lineup between now and Monday. Come for a session or stay the whole day. That's the New York way. Register here: https://lnkd.in/gt_nKt2j #AdvertisingWeek #NYC #BrandMarketing #CMO #Innovation #AdWeek #OrganizationalChange #MarketingLeadership
-
Fernando Machado liked thisFernando Machado liked thisToday, we reached an exciting milestone: our 1,500th Chipotlane is officially open in Bradenton, Florida. 🚗🌯 Chipotlanes have become an important part of how we grow, giving our guests greater convenience and access while driving strong restaurant performance. Adding 500 Chipotlanes in less than two years reflects the incredible work across our organization to bring this strategy to life. Thank you to all the teams who helped make this possible. Looking forward to what we build together next.
Other similar profiles
Explore more posts
-
Mario Rodriguez-Garcia
Three Latina-founded CPG brands are joining forces in a merger that signals something bigger than M&A—it’s proof that Hispanic and Latin-inspired brands are no longer niche, they’re becoming a driving force in U.S. retail. As consumers continue to look for better-for-you products rooted in real culture, brands built on authenticity, clean ingredients, and lived experience are winning. The combination of Nemi Snacks, Tuyyo, and Todo Verde reflects a growing demand for products that represent heritage without compromise and shows retailers and investors where the momentum is headed. At Soldadera Beverages, this reinforces what we’ve believed from the start: there is room and demand for an authentic, better-for-you coffee brand inspired by Mexican tradition. As the category evolves, culturally grounded brands like ours aren’t following the trend we’re helping define it. https://lnkd.in/gc3g4y37 #SoldaderaCoffee #LatinaFounders #CPG #BetterForYou #HispanicFoods #FoodAndBeverage #CulturalBrands #RetailGrowth
Explore top content on LinkedIn
Find curated posts and insights for relevant topics all in one place.
View top content