John Schoolcraft Joins Black T-Shirts with Insights from the Ministry of Mind Control

Imagine if you could do advertising so effectively that every inch of your outdoor ads and every second of your film content was branded. Forget the brand on screen in the first five seconds, most marketers today should be aiming for their brand to feature for every second and every millimetre of media space paid for, as well as generate loads of media they haven't paid for at all.

Then in steps John Schoolcraft, the head of the Ministry For Mindcontrol -- the internal creative department at Oatly. Under his creative leadership, Oatly went from an obscure Oat drink in Sweden to a company with a valuation at IPO of $10 billion.

The business is also a master of understanding its brand, brand point of view, brand world, and brand tone of voice. This is a hell of an episode, and one we are particularly pleased to bring you.

Co-host Adam Ferrier said of the episode, “John and the team at Oatly provide a global masterclass in brand led business transformation. All whilst being incredibly creatively driven, and using every single touchpoint within the brand to communicate and build the brand. Further, the Ministry of Mind Control has operationalised the brand internally, like very few businesses are capable of. Have a listen, we are offering a no argument, genuine money back guarantee on this episode only. If you’re not satisfied with the experience, call me and we will refund every cent.”

For a third season in a row, the podcast is supported by world-leading Market Mix Modelling SAS company Mutinex. And for the second year in a row, The Pub Test has its own returning supporter, a creative confidence-building insights platform, Ideally.

All episodes of Black T-Shirts are available via premium podcast creators MIK Made. You can also watch the episode on the Black T-Shirts YouTube channel.

Adam Ferrier is the founder of award winning creative agency Thinkerbell, and Brent Smart is CMO at one of the worlds largest telecommunications companies, Telstra.