Inside the Creator Economy

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 published author on Marketing Effectiveness, to unpack what really drives growth today - and why many marketers are making things far more complicated than they need to be. As AI floods the internet with more content and more noise, the real challenge is no longer producing marketing - it’s knowing what’s actually worth doing. We talk about why restraint might become one of the most important marketing skills of the next decade. Why short-term excitement often beats long-term thinking. And what brands like Cheetos, Geico and Lindt understand about distinctiveness that many others still miss. We dive into: Why “just because you can, doesn’t mean you should” matters more in the AI era The tension between short-term performance and long-term brand building What actually makes brands distinctive and memorable today Why more content doesn’t automatically mean better marketing How PepsiCo applies marketing science and growth principles in practice  Hosted on Acast. See acast.com/privacy for more information.

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, beyond aesthetics, algorithms and surface-level engagement. We talk about the shift from being “polished” to being personal, and the pressure that comes with it. Because the more you share, the more you grow… but also, the more is expected of you. We cover: Why she doesn’t identify with the term influencer, and what she sees her role as instead  How expectations on creators have fundamentally changed over the past few years The tension between growth, authenticity and personal boundaries  What brands still get wrong when working with creators, and why control often backfires  Why people today don’t just want products, they want to be part of something   Hosted on Acast. See acast.com/privacy for more information.

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, audiences and growth. Over the past few years, TikTok has evolved from a fast-moving challenger to a core part of the media mix, redefining everything from content formats to the path to purchase. But the real shift goes deeper than that. We’re moving from a world where brands broadcast, to one where they’re expected to participate. Where discovery, consideration and conversion can happen in seconds. And where relevance is no longer owned by the brand, but shaped in real time by communities. We dive into: Why TikTok has moved from “nice to have” to a true business driver  What Gen Alpha expects from brands, and why they don’t just consume content, but shape it  How the definition of “good creative” is changing, and why less polished often performs better  What “organic branding” really means, and how brands can show up in a way that feels native, not interruptive  Because the real question isn’t whether brands should be on TikTok - it’s whether they’re ready to let go of control, and actually become part of the culture they want to reach.  Hosted on Acast. See acast.com/privacy for more information.

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 episode is built from those discussions. We unpack five shifts we keep coming back to. Not trends in the traditional sense, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant. We cover: Why many brands still struggle to operationalise creators, and what it actually takes to move from ambition to execution  The rise of the status economy, where cultural fluency matters more than category  Nostalgia as more than a trend, and how brands can create meaning, not just reference the past  The optimisation mindset, and how wellness and longevity are reshaping consumer behaviour  How AI is collapsing the funnel, and what it means to be recommended, not just discovered  Hosted on Acast. See acast.com/privacy for more information.

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. Before launching Melyon, Roger spent years inside the global fashion industry, working with brands like Kenzo, Acne Studios and Rolls-Royce. Today, he’s using those insights to challenge how beauty brands are built - from the inside out. This isn’t a conversation about skincare routines or product launches. It’s about power, perspective and what happens when someone who has seen the industry up close decides to build something on his own terms. We dive into: How Roger’s experience in fashion shaped his view on representation, storytelling and brand identity Why true inclusivity can’t be added later as a marketing layer - it has to be built into the structure of the company How culture, heritage and ingredient storytelling can become a brand’s most powerful differentiator And why the next generation of beauty brands will be defined less by products, and more by the meaning they create And it leads us to a bigger question: What does it take to build a brand that actually reflects the world we live in?  Hosted on Acast. See acast.com/privacy for more information.

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 perspective of someone building credibility in an industry driven by trends. This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today. We dive into: Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever And why the future of beauty may have less to do with trends, and more to do with trust. At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you?  Hosted on Acast. See acast.com/privacy for more information.

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 Nordics. This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity. We dive into: How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again. Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not?  Hosted on Acast. See acast.com/privacy for more information.

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 about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how brands organise around it. That’s why we’re evolving into Inside the Creator Economy. To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade. We talk about: The shift from inside-out to outside-in brand building Why creator-led is a strategy, not a channel Why so many large organisations still struggle, despite knowing this works The real business risk of treating creators as a tactic, from generic communication to competing on price This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world.  Hosted on Acast. See acast.com/privacy for more information.

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 Norway’s running community. And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human. We talk about: why the most important “metric” is learning to trust your body (not your Garmin) what comes next after run clubs and where the running community is heading plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes) If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now.  Hosted on Acast. See acast.com/privacy for more information.

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 not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence: Why private, in-the-moment communication is becoming the new social currency How creators actually drive influence and purchase decisions on Snap What brands need to understand about the mindset users are in when they open the app The creative principles that will define success on Snapchat in 2026 And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else. Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever.  Hosted on Acast. See acast.com/privacy for more information.

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 next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep. And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. We also get into: Purpose-driven influence – beyond empty statements and surface-level messaging Value-led decisions as a creator (even when it means saying no to big money) What brands need to rethink if they want partnerships that resonate  Hosted on Acast. See acast.com/privacy for more information.

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 explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. Tune in to learn: How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still.  Hosted on Acast. See acast.com/privacy for more information.

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 creator economy is evolving in real time.  In this episode, we dive into: How to build a creator brand with longevity, from niche vs. core to content that actually sticks. What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process. The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise. Whether you're a marketer or a creator, this episode is packed with insights you can apply right away.  Hosted on Acast. See acast.com/privacy for more information.

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, beauty, and lifestyle. In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing. Tune in to learn: The key shifts redefining sport and wellness culture in 2026 How any brand can show up authentically in this movementWhy connecting social media with offline experiences turns audiences into participants  Hosted on Acast. See acast.com/privacy for more information.

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 Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation. Tune in to learn: How to build cultural relevance without losing brand heritage Why “occasion-first” thinking is reshaping FMCG marketing The role of creators in turning everyday meals into meaningful moments A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands.  Hosted on Acast. See acast.com/privacy for more information.

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 uncover what really drives growth in a rapidly changing landscape. In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. Tune in to learn: What top-performing e-commerce brands have in common The biggest mistakes retailers make (and how to avoid them) How shifting consumer behaviour is shaping the next wave of retail A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still.  Hosted on Acast. See acast.com/privacy for more information.

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 those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. Tune in to learn:  • How to connect with male audiences through stories that feel real and relevant  • What brands can learn from creator-driven ecosystems built on trust and credibility  • How to build content that connects — not just converts An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience.  Hosted on Acast. See acast.com/privacy for more information.

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 marketing, how brands are using it strategically, and what it takes to make it work in practice — from both sides of the equation. Tune in to learn: How UGC evolved from “authentic content” to a proven growth driver The difference between UGC, IGC, CGC, and EGC - and when to use which Why the strongest brands combine influencer marketing and UGC What KPIs really matter - and how to measure success beyond engagement How to build a UGC strategy that scales without losing authenticity Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant.  Hosted on Acast. See acast.com/privacy for more information.

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 twelvefold, she’s helped prove that creator content doesn’t just entertain - it drives real retail outcomes. In this episode, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. Tune in to learn: How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss.  Hosted on Acast. See acast.com/privacy for more information.

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 Cannes Lions stage to TikTok feeds, from sonic branding to community-led growth - this is where influencer marketing stops being a channel and becomes the strategy. Tune in to learn: Why deep insights, not just data, are the key to staying relevant in today’s creator economy How the smartest brands plan for micro trends and momentum instead of just campaign seasons What’s behind the shift from data-first to creator-first and why trust is the new currency The rise of sonic branding in short-form content (yes, sound matters more than you think) How communities are overtaking followers as the true driver of loyalty If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.  Hosted on Acast. See acast.com/privacy for more information.

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 driving business impact. ThisThat is a leading insights platform that helps brands measure real results through data-driven brand lift studies.Tune in to learn:Why influencer marketing deserves a bigger slice of the marketing mixThe common blockers holding CMOs back from investing boldly—and how to overcome themHow measurement is evolving to capture long-term brand impactWhether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward. Hosted on Acast. See acast.com/privacy for more information.

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 to learn:How Intersport is building a leading voice in the running categoryThe layers of influencer marketing and how they build endurance and strength Why a data-first mindset is essential to long-term brand growth Hosted on Acast. See acast.com/privacy for more information.

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 without compromising on impact or ambition.Tune in to learn:How ASKET balances commercial goals with conscious consumptionWhat’s fuelling growth without seasonal drops or salesThe story behind their Golden Egg-winning campaign, The Timeless Experiment Hosted on Acast. See acast.com/privacy for more information.

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 hype. But rather than signalling the downfall of the influencer marketing industry, de-influencing is driving a shift toward honesty, relevance, and real value.Tune in to learn:Why de-influencing is a wake-up call and not a warning signHow consumer expectations are evolving in the creator economyWhat brands can do to stay relevant and trusted in a de-influencing era Hosted on Acast. See acast.com/privacy for more information.

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, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influencer collaborations.Tune in to learn:Why music is becoming a key driver of performance in creator contentHow brands can give creators freedom and stay license-safe across platformsWhy classical and inspirational music is trending in viral content Hosted on Acast. See acast.com/privacy for more information.

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.Joining us is Alexander Swärd, Brand Partnership Advisor at Cure Media, who brings years of experience helping B2C brands craft strategies that drive long-term impact. Together, we dive into the most common challenges brands are facing right now, how the influencer marketing landscape is shifting, and what it takes to be a standout brand in the influencer space in 2026.From platform strategy and budgeting tips to the mindset that separates winners from the rest, this episode is packed with actionable insights for any marketer currently planning for what’s next. Hosted on Acast. See acast.com/privacy for more information.

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”, we’re breaking it all down.We also dive into why influencer marketing isn’t just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more than you think.Whether you’re deep in the space or just getting started, this episode will challenge the way you think about strategy, creativity, and what it really takes to succeed with influencer marketing today. Hosted on Acast. See acast.com/privacy for more information.

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 collaborations are key to building credibilityHow to tailor content across platforms like TikTok and InstagramThe role of digital activation in Paulig’s broader growth strategyVera also shares how Santa Maria tackles loneliness through purpose-driven campaigns, why consumer insights shape every move, and how her team stays agile in a fast-evolving digital landscape. Hosted on Acast. See acast.com/privacy for more information.

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 rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators. Hosted on Acast. See acast.com/privacy for more information.

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 platformsHow creators are thriving—and monetizing—on SnapchatWhy engagement on the platform is stronger than everEmily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months. Hosted on Acast. See acast.com/privacy for more information.

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, Alex shares insights on five key trends shaping 2025:AI’s evolution—why it’s now a mission-critical superpower, not just hypeRetail media’s explosive growth and what it means for brands big and smallAgentic AI—the next step in automation and hyper-personalizationExperience-driven retail and why Gen Z is redefining the role of physical storesBalancing tech and human connection to create seamless customer experiencesTune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead. Hosted on Acast. See acast.com/privacy for more information.

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 their marketing with key cultural moments—think movie releases, festivals, and viral trends—to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share practical steps on how to get started with your own cultural trend monitoring. Hosted on Acast. See acast.com/privacy for more information.

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 Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community & Belonging, and Captivating Formats.From Joyful Escapism and Creative Cross-Overs to the rise of Chaotic Play, we discuss what these trends mean for brands and how marketers can stay ahead in an ever-evolving digital space. Hosted on Acast. See acast.com/privacy for more information.

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 marketThe importance of defining your brand’s “star”Why looking beyond your own industry can fuel innovationJohanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today’s fast-moving landscape.Plus, we take a deep dive into Tre’s major investment in 3Arena and why Johanna sees it as a powerful strategy for both customer connection and internal pride. And don’t miss her insights on why every marketing strategy should balance structured planning with bold, unexpected wild cards. Hosted on Acast. See acast.com/privacy for more information.

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 key takeaways, and share concrete advice on how to future-proof your social media strategy in today’s ever-evolving digital landscape! Hosted on Acast. See acast.com/privacy for more information.

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 her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Wolt’s plans to expand their UGC efforts to 13 markets in 2025.Tune in for a thoughtful discussion on how brands can use UGC and influencer marketing to scale effectively. Hosted on Acast. See acast.com/privacy for more information.

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 sharing key milestones from Cure Media’s 10-year journey. We also explore future trends, industry challenges, and insights to help you make impactful decisions in the years ahead. Hosted on Acast. See acast.com/privacy for more information.

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 finding the perfect balance in influencer tiers to tackling the challenge of short-term trends vs. long-term impact, this conversation is packed with insights every beauty brand needs to hear. Hosted on Acast. See acast.com/privacy for more information.

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 the modern consumers. Plus, Mikael discusses the challenges and opportunities marketers will face in 2025, offering practical advice for staying ahead in a rapidly evolving industry. Tune in for valuable strategies to transform insights into impactful action! Hosted on Acast. See acast.com/privacy for more information.

In this episode, we’re exploring how to maximise 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 channels like TV, newsletters, and out-of-home advertising. She’ll also share insights on overcoming the internal challenges of launching a 360 strategy and discuss how this evolution is reshaping the role of influencers in brand marketing for 2025. Hosted on Acast. See acast.com/privacy for more information.

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 journey from building Babyshop, a baby retail brand to today’s platform, Dema, leveraging the power of AI. We discuss the future of AI in e-commerce, common misconceptions around KPIs, and the key strategies for achieving sustainable, profitable growth. Hosted on Acast. See acast.com/privacy for more information.

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 Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative elements can elevate brand recognition, capture attention, and boost engagement along with how humour and high-quality content shape audience perception and brand loyalty.  Hosted on Acast. See acast.com/privacy for more information.

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 by research. We also dive into the Cure Media approach to combining always-on influencer strategies with standout creative moments to drive real results on and off social media.Plus, we give you a sneak peek into the top creative trends for fall, from immersive brand experiences and unexpected collaborations to luxury brands going big on sports. Hosted on Acast. See acast.com/privacy for more information.

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 with valuable insights for marketers looking to elevate their brand presence.Here’s a sneak peek: Learn how to create buzz with Fireworks Campaigns, embrace a Social-First Mindset to stand out in a crowded market, and expand your reach with a 360° Content Strategy. We also dive into the resurgence of Physical Brand Experiences and the power of Employee-Generated Content to foster authenticity and engagement.Listen in to stay ahead of the curve and make sure your social media strategy is ready to thrive in 2025! Hosted on Acast. See acast.com/privacy for more information.

Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape and discover the evolving dynamics of consumer behaviour in 2024. Learn about the evolution of consumer behaviour towards a social-first mentality and understand why high posting volumes are now crucial for standing out in a crowded digital landscape. Discover the strategic importance of micro-influencers, creative production, and the effective use of historical data for successful influencer campaigns. Tune in for expert insights and strategies to navigate the dynamic world of social media marketing. Hosted on Acast. See acast.com/privacy for more information.

This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digital innovations and sustainability. Sara shares how digital platforms and influencers are reshaping consumer interactions and what retailers must do to stay connected and relevant in this fragmented landscape.We also debunk common myths about consumer behaviour that retailers often believe, providing insights into the real drivers behind consumer decisions.Tune in to gain actionable insights on adapting to consumer behaviour changes and leveraging influencer dynamics to maintain a competitive edge. Hosted on Acast. See acast.com/privacy for more information.

Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 15 years guiding top brands, Imaad outlines the five building blocks of effective marketing that every marketer needs to know.Discover strategies for balancing brand building with sales activation, the importance of multi-channel approaches, and adapting to economic shifts. Whether you're looking to sharpen your marketing tactics or find new ways to drive growth, this episode offers invaluable insights for navigating today’s dynamic marketing landscape. Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in 146 countries. Sara will share her expert insights on integrating influencer marketing into Arla’s expansive media strategy. We’ll delve into the data-driven tactics behind Arla’s influencer collaborations, learn how they maintain relevance in a rapidly shifting marketing landscape, and explore potential future trends that could reshape traditional marketing strategies. Don’t miss this insightful discussion on how traditional brands like Arla are leveraging influencer marketing to stay ahead in the competitive FMCG sector. Hosted on Acast. See acast.com/privacy for more information.

In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI into marketing frameworks. Discover the strategic roadmap for AI adoption, from securing executive endorsement to fostering a culture of innovation and adaptability within your teams. We'll explore practical strategies to leverage AI for enhanced creativity and efficiency in marketing, ensuring your organization stays ahead of the digital curve. Uncover the potential of AI to transform your marketing operations and drive unparalleled growth.For more info, please reach out to Søren Mohr: https://www.linkedin.com/in/sorenmohr/ Hosted on Acast. See acast.com/privacy for more information.

In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights.In our discussion, we uncover:What active attention means for marketers and why it matters.Strategies to create campaigns that capture and hold consumer attention beyond the crucial first few seconds.The impact of platform choice on maintaining active attention, with a focus on the differences between traditional and digital media.Kristian offers practical advice for marketers to engage audiences effectively in a content-saturated digital world. Hosted on Acast. See acast.com/privacy for more information.