Brands that have a higher purpose do better in the marketplace and are able to create a legacy for the future, said Fernando Machado, global CMO, Burger King.

Machado is known for pushing creative boundaries to drive business growth, with the help of his brand teams he has scored 120 Lions at Cannes and Burger King was awarded ‘creative marketer of the year’ in 2017 at the Cannes festival.

In just five years with the brand, he has managed to create quite a buzz around Burger King with sharp and edgy marketing. Before joining Burger King, Machado worked at Unilever for 18 years and handled some of its biggest brands.

Machado shared his thought about how brands need to embrace and act on purpose at the Zee MELT May 2019 conference held in Mumbai (organised by Kyoorius, the marketing and advertising company).

He said Unilever is way ahead of the average when it comes to having purpose for its brands, and that brand purpose is not an abstract concept, there are numbers that prove brands with purpose show better business results.