Oatly went 9 years without a marketing team. Stupid — or wicked smart?

John Schoolcraft explains why Oatly killed its marketing department


In an article for The Next Web, author Ioanna Lykiardopoulou writes about how a 30-year old maker of oat milk decided to replace the marketing department with a Department of Mind Control. Read the full article here. 

How do you set yourself apart from other brands? How do you sell people on a product they’re not used to? And how do you do all that without a marketing department?

John Schoolcraft, Global Chief Creative Director at Oatly, has an answer. In 2012, together with CEO Toni Petersson, John began to turn a 30-year-old maker of oat drinks into a global movement focused on the development of a more sustainable lifestyle.

Speaking at TNW Conference 2022, he explained how replacing the marketing department with a team of creatives enabled the company to create a unique voice — and succeed in a competitive market.

The article is continued here. 

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