How do you set your organization aside from different manufacturers? How do you promote individuals a product they’re not used to? And the way is all that potential with out a advertising and marketing division?

John Schoolcraft, Chief Inventive Officer at Oatly, has a solution to all these questions. In 2012, along with CEO Toni Petersson, Schoolcraft started to remodel a 30-year-old maker of oat drinks right into a worldwide motion dedicated to selling a extra sustainable way of life.

We caught up with Schoolcraft at TNW 2022 and discovered how Oatly created a thriving marketing strategy… with out a advertising and marketing division. Should you’d wish to get his insights in full, try the video embedded on the prime of this text. Alternatively, you may watch it here.

All through the speak, Schoolcraft explains how marketing is totally different at Oatly in comparison with different firms. And it began along with his concept to kill the advertising and marketing division and substitute it with a group of creatives.

“It’s a very totally different system,” he advised us. Though a inventive nonetheless focuses on promoting, content material creation, and communication, their strategy is not like a marketer’s. In Schoolcraft’s phrases, entrepreneurs are “approvers” and creatives “makers.”

Once we moved on to discussing the issues with advertising and marketing, he identified the advertising and marketing division’s concentrate on information. “What they don’t realise is that each one manufacturers are pulling from the identical information, which signifies that they’re doing the identical factor,” he defined. “In distinction,” he continued, “creatives are by nature embedded in tradition and so they discover inspiration someplace else.”

This doesn’t imply that Schoolcraft advises each firm to destroy its advertising and marketing division. However he does consider that smaller corporations ought to prioritise discovering individuals who can truly create the model, as an alternative of merely interpret information.

Head over here to watch the video.

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