Oatly’s outsider ethos and trusting McDonald’s: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
Marketing in all but name
“Kill the marketing department.” Not the words of Bill Hicks, the comedian who sadly died in the 90s and had a famous routine chastising what he saw as the moral bankruptcy of those who work in marketing.
No, the words of Oatly’s chief creative officer John Schoolcraft. Talking to Marketing Week after a session at a conference hosted by Kantar last week, Schoolcraft said “he could never be a CMO”. He explained that in his previous experience agency-side, marketing departments had obstructed creativity.
