About

Talented lawyer Daniel de Bruycker’s holds a multi-faceted role at McDonald’s Deutschland, heading two areas within the German legal department, franchise law including environment law, as well as IP/IT matters including food law. One of his immediate tasks after joining in 2006 has been to increase the legal team’s presence in the company’s other departments and the board, as well as increase the knowledge of operative processes within the team. During his time at McDonald’s Deutschland he has achieved a fee reduction for IP and IT law matters by over 50 per cent, thanks mainly to the new processes of streamlining the screening processes and introducing a more effective risk management. He has also been behind advocating for early specialisation of employees, particularly regarding trends such as social media and food law. A particular achievement in his career has been the first product placement on German TV after the amendment of the Interstate Broadcasting Agreement (Rundfunkstaatsvertrag) based on the EU product placement ruling in 2010 came into effect – with the McDonald’s trademark McCafé. He has additionally been successful at defending the company against a producer’s copyright lawsuit regarding the McDonald’s jingle ‘I’m loving it’. Working in a role that is frequently subject to media reporting, he expects from external advisors to always take more into account potential media coverage.