Listen to the podcast episode here:
In this special episode of Marketing Factories, released to mark the opening of Effie Awards Europe 2026 entries, REBORRN partner Dafni Prosalika welcomes Staffan Ekstam, Nordic Marketing and Brand Strategy Director at Food Folk Sverige AB (McDonald’s Sverige), and Petter Dixelius, Creative Director and Partner at NORD DDB STHLM.
Back in December 2025, on the day following the Effie Awards Europe ceremony, we recorded in Brussels a special episode at EACA’s offices (European Association of Communications Agencies), about one of the most talked about campaigns of the 2025 edition: McDonald’s Nordics “Deal with the Trash”.
Staffan and Petter go inside one of the world’s most recognised brands and the twenty-year agency partnership behind some of its most effective work. The conversation covers how global strategy actually lands in four Nordic markets, what it takes to turn a brand liability into an award-winning campaign, and why the best idea in the room sometimes has to wait five years before it’s ready.