John Schoolcraft: Make Rules, Break Rules

Hear why John Schoolcraft (Global Chief Creative Officer, Oatly) thinks the traditional agency-client model is fundamentally broken. Which is why, when he joined Oatly – a Swedish food company that produces alternatives to dairy products from oats – in 2012, he famously axed the marketing department. He often says, half-jokingly, that his motivation was to stick a finger up at all the marketing directors who’d in the past ruined his best work. In his current role, he isn’t the CMO but the chief creative officer, and now Oatly doesn’t even have a CMO. Instead, he leads an elite internal team of creatives at the trailblazing food company. How does this work?

We have also summarised this episode on our blog.

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