Keynote Session

What if marketers treated creativity as a competitive advantage? And, most importantly, what results would brands be able to achieve? As the relationship between brands and people evolves, fueled by rapidly changing technology, media landscape and consumer expectations, it is easy to confuse what is here to stay and what is just noise. This entertaining presentation will showcase how brands can consistently punch above their weight thanks to a firm belief that creativity does pay off.

• How to develop work that truly stands out and how that creates value for the brand and the business?
• How can brands strike a balance between data-driven marketing and creative intuition to achieve a competitive edge in today’s market?
• With the increasing noise and clutter in the media landscape, what strategies can marketers use to ensure that their creative work breaks through and captures consumers’ attention?•      How can creativity be harnessed not only for marketing campaigns but also for product innovation and overall brand strategy?

Fernando Machado

Global CMO, NotCo

Fernando Machado

Global CMO, NotCo

Fernando Machado is a visionary global marketer with a passion for cultivating brands and driving business growth. He firmly believes in that creativity can be a source of competitive advantage. Over the years, he has garnered a distinguished reputation for himself and the brands he’s helmed, focusing on distinct propositions, innovation, design, and strategic marketing approach.

Fernando currently serves as the Global Chief Marketing Officer for NotCo, a unicorn startup valued at $1.5 billion. NotCo is an industry-changing, fast-growth food tech leader and the only global company disrupting massive food and beverage segments including dairy, eggs, and meat simultaneously. NotCo utilizes a proprietary artificial intelligence technology, which matches animal proteins to their ideal replacements among thousands of plant-based ingredients.