Managing Director
New Macho

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.

Judging panel

Clare Phillips

Director of Social Purpose

Drew Murray

Team UnLimbited

Natasha Dickinson

Director of Marketing Communications
British Red Cross

Reuben Turner

creative partner & founder
GOOD Agency

Kalli Swaik

Head of Asia & New Markets
Ben & Jerry's

Dorinda Walker

Cultural Solutions Group

Rupen Desai

Global CMO
Dole Packaged Foods

Sara Porritt

Senior Director of Integrated Media Planning

Parnil Sarin

Global Brand Director

Dora Nikols

PR & Social Purpose Specialist
Social Mission

Thomas Kolster

Mr. Goodvertising, author, speaker & critic

Farah Ramzan Golant

Chief Executive
kyu EMEA

Jeffrey Whitford

Head of Global Corporate Responsibility and Life Science Branding

Chad Hickey

Founder & CEO

Lorey Zlotnick

Chief Marketing Officer
Team Rubicon

Andre Campbell

Building Future Cities

Laurie Boult

Executive Fundraising Director
Age UK

Ben Essen

Chief Strategy Officer

Harriet Kingaby

The Conscious Advertising Network

Leila Fataar


Joshua Lowcock

EVP, Chief Digital & Innovation Officer
UM Worldwide

Fernando Desouches

Managing Director
New Macho