{"id":123283,"date":"2021-04-05T12:50:48","date_gmt":"2021-04-05T10:50:48","guid":{"rendered":"https:\/\/ipmark.com\/?p=123283"},"modified":"2021-04-05T12:50:48","modified_gmt":"2021-04-05T10:50:48","slug":"fernando-machado-deja-burger-king-para-unirse-a-activision-blizzard","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123283","title":{"rendered":"Fernando Machado deja Burger King para unirse a Activision Blizzard\u00a0"},"content":{"rendered":"

El pr\u00f3ximo 12 de abril, el reconocido y premiado director de marketing global de Restaurants Brands International, matriz de Burger King, Fernando Machado<\/a>, pasar\u00e1 a ser CMO de Activision Blizzard. Tras siete a\u00f1os en el grupo, el creativo dimite y entra en el ecosistema de los videojuegos y eSports, en la compa\u00f1\u00eda de conocidos nombres como Call to Duty o Candy Crush.\u00a0<\/b><\/p>\n

En 2014, el profesional aterriz\u00f3 en Burger King, como director de marketing, antes de convertirse en CMO en 2017. En enero de 2020 fue ascendido a CMO de la matriz de la marca de restauraci\u00f3n, supervisando a Burger King, Popeyes y Tim Hortons. Conocido a nivel mundial por campa\u00f1as premiadas como <\/span>\u2018<\/b>Whopper Detour<\/a>\u2019, \u2018Moldy Whopper<\/a>\u2019 o \u2018Traffic Jam Whopper\u2019<\/i><\/b>, Machando fue elegido CMO de 2020 por <\/span>AdAge<\/span><\/i>. Antes de unirse al equipo de RBI, pas\u00f3 18 a\u00f1os en <\/span>Unilever<\/b>.<\/span><\/p>\n

\"\"
Fernando Machado recibi\u00f3 a IPMARK en uno de los restaurantes m\u00e1s representativos de Burger King en Madrid, en una entrevista en 2018.<\/figcaption><\/figure>\n

El creativo es reconocido por ejecutar<\/span> ideas innovadoras<\/b>, como la mencionada que presentaba un whopper que se volvi\u00f3 verde con moho. Estos riesgos, en ocasiones, pueden ser contraproducente, como la reciente campa\u00f1a del D\u00eda Internacional de la Mujer de la marca con la frase<\/span> \u2018Las mujeres pertenecen a la cocina\u2019,<\/b> con la que se pretend\u00eda jugar con la frase sexista para promover una iniciativa de Burger King dise\u00f1ada para ayudar a nutrir a las cocineras. No obstante, la acci\u00f3n fue criticada en redes sociales y la compa\u00f1\u00eda retir\u00f3 el anuncio.<\/span><\/p>\n

El CEO de Activision Blizzard,<\/span> Bobby Kotick,<\/b> lleva tiempo buscando creatividad para su compa\u00f1\u00eda. En 2019, la empresa nombr\u00f3 a<\/span> Pelle Sjoenell<\/b>, director creativo global de <\/span>BBH, <\/b>como su nuevo\u00a0director creativo mundial en Activision Blizzard. En esta ruta de cambio, <\/span>Machado sustituir\u00e1 a David Messinger, primer CMO global de Activision Blizzard<\/b>, elegido hace dos a\u00f1os, que llegaba de la agencia Creative Artists.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Aparte de los videojuegos, Activision Blizzard tambi\u00e9n est\u00e1 involucrada en la industria de los deportes electr\u00f3nicos en r\u00e1pido crecimiento. Los ingresos de Activision Blizzard en 2020 aumentaron a<\/span> 8.090 millones de d\u00f3lares,<\/b> en comparaci\u00f3n con los 6.490 millones de d\u00f3lares de 2019, gracias, en parte, a lo que describi\u00f3 como un a\u00f1o r\u00e9cord para su franquicia Call of Duty, seg\u00fan un publicaci\u00f3n de <\/span>AdAge.\u00a0<\/span><\/i><\/p>\n

La industria del juego ha crecido como la espuma durante la pandemia, debido al confinamiento obligado en este periodo, aunque la distancia social ha afectado a las ligas. Seg\u00fan Bloomberg, <\/i><\/span>el grupo despidi\u00f3 a docenas de empleados en marzo, incluidas 50 personas que manejaban la programaci\u00f3n de eSports<\/b>, debido al impacto de la pandemia en los negocios en eventos en vivo.<\/span><\/p>\n

(Fotograf\u00edas: Fernando Machado recibi\u00f3 a IPMARK en uno de los restaurantes m\u00e1s representativos de Burger King en Madrid, en una entrevista en 2018).<\/p>\n","protected":false},"excerpt":{"rendered":"

Paloma Azulay, actual CMO global de Popeyes, pasar\u00e1 a ser la nueva directora de marketing global de Restaurants Brands International.<\/p>\n","protected":false},"author":30,"featured_media":123284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[412,2114],"class_list":["post-123283","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-burger-king","tag-creatividad"],"acf":[],"yoast_head":"\nFernando Machado deja Burger King para unirse a Activision Blizzard\u00a0<\/title>\n<meta name=\"description\" content=\"El creativo Fernando Machado deja Burger King para unirse a Activision Blizzard\u00a0despu\u00e9s de siete a\u00f1os en el grupo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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