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


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. Credit: Oatly 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…

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