PODCAST · business
Inside the Creator Economy
by Cure Media
Welcome to Influencer Marketing Talks, your weekly 15 minutes podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience.Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and social media to help you take your marketing strategy to the next level. Also, join the conversations with topic experts from the industry! The podcast is brought to you by Cure Media, the leading influencer marketing company for fashion brands. www.curemedia.com
Episodes
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Redhead Snacks: Why Your Next Hire Should Be a Fangirl
In this episode of Inside the Creator Economy, we're joined by Vendela Grahn, Head of Brand at Redhead Snacks, for a conversation that challenges how brands think about social media, creativity and cultural relevance. Redhead may be a snack brand, but it operates just as much like a content...
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Beyond Heritage: What Makes a Luxury Brand Desirable Today? with VANBRUUN
What happens when the things that once gave your brand a competitive edge become available to everyone? In this episode, we sit down with Victor Halvarsson, founder and CEO of VANBRUUN, to explore how a digital-first jewellery brand evolved into something much harder to replicate - a modern…
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Creator Marketing in 2027: Shifts That Actually Matter
What if the biggest creator marketing shifts of 2027 have very little to do with the next platform, format or viral trend? In this episode, Sanna Ödmark and Frida Ekholm look beyond the usual trend predictions to unpack the bigger changes reshaping creator marketing - and marketing itself.…
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What It Really Takes to Turn a Brand Around
What does it actually take to turn a brand around, in a category where standing out is anything but easy? In this episode, we sit down with Teresa Hedlund, Head of Brand & Marketing at Telenor Sweden, to unpack the transformation the brand has been through over the past few years. Telecom is one…
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Inside the Swedish Candy Craze: How BUBS Became a Global Phenomenon
We're back with season 12! In this episode of Inside the Creator Economy, we sit down with Patrick Axzell, CEO of BUBS and Orkla Snacks Sweden. Most brands spend years trying to create demand. BUBS suddenly had the opposite problem. As Swedish Candy exploded on social media, demand grew to 14…
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How IKEA Rebuilt Brand Tracking for Growth
In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA. Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64...
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PepsiCo’s Sorin Patilinet on Marketing Effectiveness in the Age of AI
Most marketers today are under pressure to do more, move faster and constantly prove results. But what actually drives growth long term? In this episode of Inside the Creator Economy, we sit down with Sorin Patilinet, Global Marketing Effectiveness & Measurement Lead at PepsiCo and recently...
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Elisabeth Asserson Ingebrigtsen on Being a Creator Today
The creator role has changed - and not just in how content looks, but in what it demands from the people behind it. In this episode of Inside the Creator Economy, we sit down with Norwegian creator Elisabeth Asserson Ingebrigtsen to unpack what it actually means to build a personal brand today,...
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From Broadcast to Participation: The TikTok Shift
TikTok is no longer a channel you test. It’s a platform shaping how brands build relevance. In this episode of Inside the Creator Economy, we sit down with Elin Palmelius from TikTok Nordics to unpack what’s actually changing - not just on the platform, but in how brands think about creativity,...
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5 Things We Can’t Stop Talking About Right Now
In this episode of Inside the Creator Economy, we’re doing something a little different. Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This...
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Building a Beauty Brand Through Culture with Roger Dupé
The beauty industry talks a lot about inclusivity. But few brands are actually built around it. In this episode of Inside the Creator Economy, we sit down with Roger Dupé, founder and CEO of Melyon, to explore what it really takes to build a brand rooted in culture, identity and long-term vision....
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Inside the Male Beauty Shift with Jonna Oteiza
The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up. In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the...
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The Åhléns Turnaround: Reinventing a 126-Year-Old Brand
Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row. In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the…
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From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh
After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking...
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Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug
We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing. This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in...
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Snapchat’s Comeback & The New Rules of Real Connection
Snapchat is rising fast again - and not for the reasons you think. In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap. This is…
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Creator POV: Meaningful Influence in a TikTok World With Frida Jernspets
With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very...
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Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere
Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere. In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to...
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Creator POV: How to Build a Brand That Lasts With Louise Lundberg
This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the...
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More Than a Trend: How Sport and Wellness Became Culture
From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect. And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech,...
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From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh
Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge. In this episode, we sit down with Anna Knutsson, Head of Media at Nomad...
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Why Some Retailers Win (and Others Don’t)
Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger. As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to…
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The Power of Passion Communities: Inside the Male Creator Movement
Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values. In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring...
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From Buzzword to Business Value: The Real Story of UGC
User-generated content isn’t new, but it’s evolving fast. In this episode, we go beyond the buzz to explore what UGC really means in 2025 and how it’s reshaping brand strategy. Together with Paulina Johnson, UGC Specialist and a creator herself, we break down how UGC differs from influencer...
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Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
Influencer marketing inside one of the world’s biggest companies? That’s exactly what today’s guest, Marie-Laure De Veyt, Retail Influencer & Innovation Marketing Lead at Microsoft, has been building over the past decade. From pioneering a retail creator marketing function to scaling budgets...
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5 Trends Defining the Creator Economy in 2026
The creator economy is rewriting the rules of modern marketing, transforming how culture, commerce, and creativity collide. In this episode, we unpack five of the biggest shifts defining the creator economy in 2026, and what they mean for brands, marketers, and the future of advertising. From the...
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ThisThat on Influencer Marketing’s Full-Funnel Power
Influencer marketing is proving its strength across the entire funnel, and now there’s data to back it up. In this episode, Max Osborne, Founder of ThisThat, joins us to break down key findings from their latest report, which highlights influencer marketing as the most effective channel for…
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Intersport On Merging Tradition and Transformation
What happens when a legacy brand dares to reinvent itself, without losing sight of where it came from? In this episode, Johan Uhrbom, Media Operations Manager at Intersport, shares how the iconic sports retailer is navigating a digital transformation while staying rooted in its heritage. Tune in…
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Inside Asket's Mission to Redefine Fashion and Consumer Behaviour
Asket is on a mission to slow down fashion, by creating a permanent collection of timeless essentials and rethinking the way we produce, consume, and value clothing. In this episode, Jonatan Ehn, Chief Commercial Officer at Asket, joins us to explore what it means to grow a brand rooted in values...
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Why De-influencing Isn't Killing Influencer Marketing
Is de-influencing the end of influencer marketing? Not quite! More like a fresh summer breeze, what we all need after a long winter. In this episode, we break down the trend that’s taken over TikTok and Instagram, where creators and people like you and me push back against overconsumption and…
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How Music Powers Authentic Creator Collaborations with Epidemic Sound
With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in creator campaigns. It’s a must. And few know that better than Gracie Schram, Senior Creator Partnerships Manager at Epidemic Sound. In this episode,...
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How to Build a Winning Influencer Strategy for 2026
What does a successful influencer marketing plan look like for 2026? In this episode, we explore how forward-thinking brands are already laying the groundwork—not just for next year, but also for the upcoming autumn campaigns of 2025—and what marketers need to consider today to stay ahead.…
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The Truth About Influencer Marketing in 2025: 5 Myths Busted
Think you’ve got influencer marketing all figured out? Think again. In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel” –...
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Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy
This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth. We discuss: Why long-term influencer...
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Trending Now: What's New on Instagram, TikTok, and Snapchat?
What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered. In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the…
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How Snapchat Is Redefining the Creator Economy
This week, we’re joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for creators. We discuss: What makes Snapchat different from other social platforms How creators are thriving—and monetizing—on Snapchat Why engagement…
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What’s Next for Retail? Alex Baker on the Trends Shaping 2025
This week, we’re joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur recognised on global influencer lists, to uncover the five key retail trends brands can’t afford to ignore. Fresh from NRF in New York and retail hotspots across the Middle East and Europe,...
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Owning the Marketing Moment with a Cultural Calendar
How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar! In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ödmark, Head of Marketing at Cure Media, break down how brands can strategically align...
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The Biggest Content Trends Shaping Social Media in 2025
What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements. Joining us is Jade D’econzac Mbay, Creative...
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Balancing Strategy and Wild Cards: How Tre Stands Out in Telecom
This week, we’re joined by Johanna Andrén, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the competitive telecom industry. We discuss: How brands can stand out in a crowded market The importance of defining your brand’s “star” Why looking beyond…
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What TikTok’s US Ban Means for Brands and Marketers
In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s potential ban in the US. What does this mean for brands, creators, and the future of marketing strategies? Tune in as we break down the latest updates, explore…
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UGC Done Right: How Wolt is Scaling Across Markets
Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how the company integrates both traditional influencer marketing and user-generated content (UGC) to drive growth in multiple markets. Dilnaz shares…
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10 Years of Cure Media: Lessons and the Future of Influencer Marketing
In this episode, we’re joined by Sam Foroozesh, CEO and co-founder of Cure Media, to reflect on a decade of shaping the influencer marketing industry. Sam takes us through the evolution of the field, from the early days of blogs and discount codes to today’s influencer entrepreneurs, while…
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The Beauty Playbook: Influencer Strategies for 2025
In this episode, we’re joined by Julia Arheden, a beauty enthusiast and influencer marketing expert. With extensive knowledge in shaping strategies for top-tier beauty brands like Sephora, Julia brings her expertise to the table as we explore the future of beauty (influencer) marketing. From...
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Turning Marketing Insights into Action with Mikael Lenneryd
In this episode, we’re joined by Mikael Lenneryd, CMO at Apoteket, one of Sweden’s leading pharmacy brands on how they turn data and consumer insights into actionable marketing strategies. Mikael shares how Apoteket balances the needs of a diverse customer base, from traditional pharmacy users to...
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360° Influencer Marketing with Head of Operations, Emma Lundsten
In this episode, we’re exploring how to maximize your investment in influencer marketing with a 360° strategy, featuring Emma Lundsten, Head of Operations & Client Success at Cure Media. Emma explains how brands can expand influencer-generated content beyond social media, integrating it into...
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Profitable E-Commerce: How AI is Shaping Success
In this episode, we sit down with Marcus Tagesson, the founder of Babyshop and now founder and CEO of Dema, a service that integrates your e-commerce data into actionable insights, enabling your team to act faster and make data-driven decisions, from marketing to inventory. Marcus shares his...
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Communication that Matters: The keys to making an impact
In this week’s episode of Influencer Marketing Talks, we’re joined by Niklas Bondesson, Associate Professor of Marketing at Stockholm University and strategic advisor at Noa Consulting, to explore key insights from his latest report, “Communication that Makes an Impact 2024.” Host Isabelle and...
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Unleashing Creativity in Influencer Marketing
In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in today’s crowded landscape. Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthiness—all backed…
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Top 5 Trends Driving Influencer Marketing in 2025
It’s finally here—this year’s trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social media trends that brands need to know to succeed in 2025. From crafting high-impact campaigns to leveraging new content strategies, this episode is packed...
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ABOUT THIS SHOW
Welcome to Influencer Marketing Talks, your weekly 15 minutes podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience.Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and social media to help you take your marketing strategy to the next level. Also, join the conversations with topic experts from the industry! The podcast is brought to you by Cure Media, the leading influencer marketing company for fashion brands. www.curemedia.com
HOSTED BY
Cure Media
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Frequently Asked Questions
How many episodes does Inside the Creator Economy have?
Inside the Creator Economy currently has 100 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Inside the Creator Economy about?
Welcome to Influencer Marketing Talks, your weekly 15 minutes podcast to understand more about influencer marketing and why it’s such a powerful channel when it comes to building trust in your target audience.Each week Sanna Ödmark and Frida Ekholm from Cure Media cover topics around digital and...
How often does Inside the Creator Economy release new episodes?
Inside the Creator Economy has 100 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Inside the Creator Economy?
You can listen to Inside the Creator Economy on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Inside the Creator Economy?
Inside the Creator Economy is created and hosted by Cure Media.
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