Oatly has been without a marketing team for 9 years. Stupid – or wickedly smart?

How do you distinguish yourself from other brands? How do you sell people a product they are not used to? And how do you do all that without a marketing department?

John Schoolcraft, Global Chief Creative Director at Oatly, has the answer. In 2012, John started working with CEO Toni Petersson to turn a 30-year-old oat drink maker into a global movement focused on developing more sustainable lifestyles.