Oatly's punk reputation needs no introduction, but its new media plan does. The brand is scaling up and growing up. So how can Oatly's provocative ads and content stay that way, while it steps into this next, more mature, phase? In this episode we're joined by its Global Media Director, Sarah Sutton, to reveal when brands are over-strategising, why Oatly still won't write TOV guidelines (I know, I know) and how they're approaching social reactive and creator partnerships after watching the rest of us do it first. Got a question or a suggestion for the SocialMinds podcast? Get in touch at socialminds@socialchain.com.