Fernando Desouches
Fernando Desouches
managing director of New Macho
BBD Perfect Storm

Fernando Desouches: Originally from Argentina, where he worked as an economic advisor before moving into positions in brand development, Fernando Desouches is Managing Director of New Macho, which is the male expertise division of London-based advertising agency, BBD Perfect Storm. With more than 20 years of experience in marketing to men, including at Unilever where he served as Global Brand Director for Dove Men+Care and led the Lynx/Axe brand’s second-only brand repositioning, Desouches has provided important industry insights on cultural conversations around masculinity for his clients and for the public. In addition to being a frequent contributor in major media outlets, he is a regular speaker at industry events like AdWeek EU, renowned institutions like UNWomen Unstereotype Alliance and several universities around the globe. His work and expertise have recently been recognized by the IPA (Institute of Practitioners in Advertising), who named him to their 2020 iList of role models championing inclusivity in the advertising industry.