#31 with Fernando Desouches on The New Macho

MINDSETSHIFT with Mickey Feher

My guest is Fernando Desouches, Managing Director of the New Macho strategic division at London-based brand and transformation company, BBD Perfect Storm, who are on a mission to help brands grow through positive gender narratives.

New Macho is working with renowned global brands such as Dove Men+Care, Ruffles, Pepsi, Heinz and HeFroShe to help them stay relevant, dispel negative cliches and redefine masculinity. With more than 20 years of experience in marketing to men, including at Unilever where he led the Axe brand’s second-only brand repositioning in its 35-year history, he continues to provide important industry insights on cultural conversations around masculinity for his clients and wider society.
In addition to being a frequent contributor across major media outlets, he is a regular speaker at industry events like AdWeek, prominent institutions like UNWomen Unstereotype Alliance and several universities around the globe. His work and expertise has been recognised by the IPA (Institute of Practitioners in Advertising), who added his name to their 2020 iList of role models championing inclusivity in the advertising industry.