Fernando Machado is the CMO of NotCo, formerly of Burger King and Activision Blizzard. He explains his approach to DEI and breaks down what most CMOs and agencies overlook in their strategies.
Fernando Machado, CMO of NotCo, a plant-based food company, is known for his bold campaigns at Burger King and Activision Blizzard. His repertoire has often tackled current social issues like LGBTQ+ rights and representation of other minoritized groups.
You need to do before you talk. Diversity and inclusion must permeate the whole organization, and that's a much slower process than something like buying media. If you try something with DEI and inclusion, but have weaknesses internally, it shows. It can come across as very inauthentic, and you risk getting called out. DEI and inclusion starts internally, and continues internally forever.
In terms of marketing, what does inclusion mean for a brand like NotCo? Do you tailor messages about plant-based food to every demographic? So put your house in order, then speak with your creative, media, and design partners. It's also not uncommon to have agency partners ahead of you. Learn from them.On the brand side, having a diverse team with divergent points of view will always lead to better results.
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