- Fernando Machado is CMO of NotCo, formerly at Burger King and Activision Blizzard.
- He explains his approach to DEI and details what most CMOs and agencies miss in their strategy.
- This article is part of CMO Insider, a platform that explores how the role of Chief Marketing Officer is evolving. Read more stories here.
Fernando Machado, CMO of plant-based food company NotCo, is known for his bold campaigns for Burger King and Activision Blizzard. His repertoire has often addressed current social issues such as LGBTQ rights and representation of other minority groups.
In a conversation with Insider, Machado explains what most marketers overlook and how they can align their DEI strategy with agency partners.
This interview has been edited for length and clarity.
What is the biggest mistake CMOs make when it comes to diversity and inclusion efforts?
I have something to do before I speak. Diversity and inclusion must permeate the entire organization, which takes much longer than a process like buying media. Anything you try to do with DEI and inclusion exposes weaknesses under the hood. It can seem very inauthentic and you risk being accused. DEI and inclusion begin internally and continue internally forever.
NotCo has a very diverse team, male/female and mostly Latino. I wish more African Americans were represented.
From a marketing perspective, what does inclusion mean for a brand like NotCo? Are you tailoring your message about plant-based foods to every layer?
If you have a very large budget, you may be able to accommodate communication specific to different groups. But I don’t want to spread the brand too thinly and end up doing nothing that matters to everyone. I think there are things that resonate with different groups of people at the same time and insights that cut across those groups.
How do you make sure your agency is working with you on DEI/inclusion efforts?
Again, you can only push agency partners after you’ve pushed yourself internally. You can’t ask others to do what you don’t do yourself. I can’t demand diversity from my agency unless I’m diverse myself.Burger King asked agents to sign a pledge to meet specific goals [around diversity]but that’s because we had goals for ourselves.
So get your home organized and then consult with creative, media and design partners. It is not uncommon for the agency partner to be first. Learn from them.
Can I make a business case for DEI at any time?
On the brand side, having a diverse team with diverse perspectives always leads to better results.
On the consumer side, you have to serve your audience. For brands like Burger King and Popeye, which focus on black and Hispanic consumers, diversity and inclusivity are, of course, good for the company.
What if CMOs face backlash against diversity and inclusion?
Different companies have different cultures, but you have more power than you think. Join the company network. ask a question. Create a benchmark against other companies. There is a lot of data out there.
I am always asking people for the changes you want. People sacrifice themselves – ‘Oh my company isn’t trying hard enough’. There are several ways to organize these initiatives and get them to join you on your journey.