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What's in a name? The importance of branding for in-house agencies

The Agency at Specsavers has renamed itself Specsavers Creative: we look at why, for in-house agencies, such distinctions can really matter ....

Nicola Wardell , Reckitt Lee Barnsley , Agency At Specsavers , Department Of Mind , Specsavers Creative , Lee Barnsley , In House Life ,

Oatly went 9 years without a marketing team. Stupid — or wicked smart?

Speaking at the TNW Conference 2022, John Schoolcraft explained how replacing marketing with a team of creatives enabled Oatly's success. ....

Toni Petersson , John Schoolcraft , Skulderknuser Fancymcusername , Department Of Mind , Global Chief Creative Director , Mind Control , Swanky Skulderknuser ,

Can Oatly protect its provocateur status as the suits swoop in?

Oatly has seen phenomenal growth and arguably established itself as the face of the alternative-milk category. Having nailed its branding, it secured over $441m in funding according to Interbrand’s Breakthrough Brands report. For its creative chief, the biggest worry now is whether he can preserve its bolshy ‘don’t overthink it’ approach as investors take a greater interest. ....

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