One of my good friends, who happens to be the Global Chief Creative Officer at Oatly, has been responding recently to criticism for their Superbowl commercial. You know, the one where the CEO is sitting in a field with a keyboard singing the Oatly jingle, "Wow, wow, no cow".
Anyway, here's a quick comment he posted about Marketing, KPI's, company culture, etc.
"We don’t spend time or money on tracking campaigns and I have no interest in KPIs. But the marketing director must have KPIs? We don’t have a marketing director. We don’t even have a marketing department. When I joined Oatly in 2012 the first thing I did was remove the middleman—the marketing department. Marketing departments are overrated and lean too heavily on insecurity (hence the need to track campaigns as a proof of doing something right). Instead, we have a creative department where we brief ourselves, create ideas and campaigns, and approve them ourselves. Makers not filters. Counterintuitive to corporate marketing theory, but massively successful, for Oatly. Whether it works for other companies depends on if they can build company culture on collaboration and trust. And work considerably more than most people deem realistic. Which is why there are still marketing departments chasing business acronyms like ROIs and KPIs instead of listening to culture and making something interesting that proves your worth to whoever it is you are looking to prove your worth to. Totally stupid? Maybe. The more people that believe so, the longer Oatly will continue to stick out, and other companies go unnoticed, which is cool by me."