Oatly’s own team boosts awareness, just don’t call it an in-house agency

Oat milk marketer Oatly is one of the hottest brands in food and beverage thanks to ads with a bold voice that are done completely in-house. Just don’t thank the in-house agency—because Mike Messersmith, the brand's U.S. general manager, asserts the brand doesn’t actually have one.He rejects the term "in-house" because "that still implies a bit of the somewhat transactional nature of briefs and separation," he told Ad Age in an interview at last week's