McDonald’s recipe for global marketing transformation | Balancing standardisation and localisation

October 8, 2024

In this Vision Dinner, Rik Vandewall, Global Marketing Director at McDonald’s, takes you on his transformation journey. He will explain how the establishment of processes, campaign development, and KPI setting have contributed to creating a uniform marketing approach that remains locally relevant. Don't miss out on this opportunity to gain valuable insights, engage in meaningful discussions, and network with like-minded professionals. Subscribe now to secure your spot for an evening full of marketing insights!

  • Small-scale peer session
  • Open dialogue by means of the Chatham House Rule

Rik Vandewall, McDonald’s

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Rik Vandewall

Director Global Marketing

With 7 years of tenure at McDonald's, Rik plays a key role in overseeing the international market, specifically driving digital marketing acceleration in European countries. Holding a strategic position within the organization, he ensures a seamless connection between global strategy and its execution across diverse nations, contributing significantly to the organization's success.



The Golden Arches and the Big Mac are universal symbols recognized worldwide, yet the McDonald’s menu varies across countries. For a long time, the same applied to marketing. And in a world where customer behavior changes and customers shift from offline to online channels, McDonald’s needed to rethink its marketing strategy. As a result, the company introduced the One McDonald’s Way of Marketing, aiming for a more uniform marketing approach that effectively blends global processes with regional nuances, and balances classical advertising and relevant and personal marketing.

Reception with welcome drinks at 17.30. The program (presentation, Q&A and discussion, including a three-course dinner) starts at 18.00 and ends at 20.30. Afterwards, there will be an opportunity for coffee, tea and networking. Participation is free of charge.


Location: Utrecht area

17:30 | Start program (including presentation, discussion and a 3-course dinner)
20:30 | End of formal program, opportunity for informal networking


Chief Marketing Officers

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

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