About me

I have two decades experience in marketing to men, which has given me insight on the current cultural shift around masculinity and the male narrative. For 18 years at Unilever I led the global brand communications targeting men: Dove Men+Care and Axe / Lynx. As Global Brand Director, I was responsible for leading the second repositioning of the Axe brand in its 34 years of history, based on the insight 'men are performing their masculinity instead of living it'.

In 2018 I joined the creative agency BBD Perfect Storm to lead their strategic unit, New Macho. We help to grow brands focused on male audiences with our insight-led approach to navigating the complex messaging and marketing landscape to create true and lasting connections.

My passion point is helping organisations redefine and relax masculinity in their brand communications. I believe that these messages have a key role in reducing the social pressure on men that often ends up in violence (to self or others), frustration and isolation. Only by portraying an authentic real man, brands will empower men to be more collaborative, creative and connected, while generating a strong and sustainable bonding with them.

I have had the honour to speak about these issues on national media outlets, major brands and marketing organisations.

Fernando's work

Popworks – Real Resolutions

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