How do you set yourself apart from other brands?
How do you sell people on a product theyre not used to?
And how do you do all that without a marketing department?
John Schoolcraft, Global Chief Creative Director atOatly, has an answer.
Why kill the marketing department?
Were not just a company with a logo.
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He believed that a typical structure including both a marketing and a commercial department wouldnt work.
He wanted to bypass the neverending ebb and flow of briefs, presentations, and approvals required.
How does creativity beat marketing?
For example, heres the video that made Oatly popular.
Should every company get rid of their marketing department?
I asked Schoolcraft if killing the marketing department is the way to go.
Its a tricky question.
The situation with Oatly was different.
There were only five people in marketing, who were given emerging roles in other departments.
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.
