‘Stupid marketing directors killed my best work’: Oatly creative chief’s subversive message

May 30, 2025 7:32

The creative mastermind behind leading oat milk brand Oatly’s global growth, John Schoolcraft, has one incredibly hot take — that it is time to kill the marketing department.

Kicking off day two at Mumbrella360, the Sweden-based creative rocked the room when he shared his journey with the brand as its chief creative officer, which began with sending the existing marketing team “on their way”.

Schoolcraft presenting to a packed room to kick off day two

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.