De Digitale Versnelling - Telenet | Effie case 2018
McDonald's - Building a better McDonald's

Building a better McDonald's

Silver Effie
McDonald's - TBWA
Consumer Goods

Mc Donald's

In 2015 Stijn returned to his 'previous professional love' McDonald's where he has the integrated responsibility for all 'customer facing' disciplines. Since a few years he took the leadership on accelerating the digital and experience transformation of McDonald's in Belgium. He is in charge of reshaping the way we bring forward delicious feel good moments to our guests. Stijn has the honour to be appointed as professor at the Worldwide Hamburger Marketing University of McDonald's Corporation.

Prior to re-joining McDonald's, he performed more than 5 years global marketing expertise at Unilin Flooring as global Marketing Director.

Before this, he was Marketing Manager at McDonald's. He gained first professional commercial experiences at Interbrew and Sara Lee Foods. Customer obsession and touchpoint marketing have always been his passion. Stijn graduated as a Master in Communication Sciences and obtained a Master in Marketing Management at the Vlerick Management School Leuven- Ghent.

McDonald's - Stijn Heytens


After obtaining a Master's degree in Business Management at ICHEC (Brussels) in 2006, Aurélie started on the advertiser's side. First she worked for the LVMH group (Dior) as a Media Manager for four years and afterwards as a Brand Manager for a Belgian fashion brand.

In 2014, her passion for consumer insights, societal trends and brand strategy made her move to the 'other side' and she started as Strategic Planner at TBWA\Belgium working for clients such as McDonald's and Alpro.

In 2017, she started sharing her expertise on the radio as an Advertising Trends expert for the radio station La Première. Bringing brands closer to the real world and people's real needs is was she does best.

TBWA - Aurélie Russanowski