How do you set your company apart from other brands?
How do you sell people a product theyre not used to?
And how is all that possible without a marketing department?
John Schoolcraft, Chief Creative Officer atOatly, has an answer to all these questions.
We caught up with Schoolcraft atTNW 2022and learned howOatly created a thriving marketing strategy… without a marketing department.
Alternatively, you canwatch it here.
Throughout the talk, Schoolcraft explains howmarketingis different at Oatly compared to other companies.
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In Schoolcrafts words, marketers are approvers and creatives makers.
In contrast, he continued, creatives are by nature embedded in culture and they find inspiration somewhere else.
This doesnt mean that Schoolcraft advises every company to destroy its marketing department.
Head over here to watch the video.
Story byIoanna Lykiardopoulou
Ioanna is a writer at TNW.
With a background in the humanities, she has a soft spot for social impact-enabling technologies.
