Inside the Creator Economy

Getting someone to subscribe is one thing. Getting them to stay, come back, and choose your brand even when competitors are offering a better deal? That's where the real challenge begins. In this episode of Inside the Creator Economy, we sit down with Anmari Susa, Head of Brand and Partnerships at Cheffelo, the company behind Nordic meal kit brands including Linas Matkasse, Godtlevert and RetN...

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 company. And behind its distinctive approach is a team that doesn't just follow internet culture. Th...

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 luxury experience built around taste, hospitality and human connection. VANBRUUN started by selling engageme...

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. Creator marketing is moving closer to the core of how brands build relevance, creativity and growth. At the s...

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 of the most competitive, and arguably least differentiated, categories out there....

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 times what the company could produce – and content around BUBS went on to generate 9 billion views on TikTok.  In this con...

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 markets, in an environment where the rules of growth are changing fast.  In this conversation we...

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...

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...

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...

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 s...

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 fa...

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 dri...

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....

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 wheth...

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 refreshingl...

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 resurg...

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 post...

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, em...

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...

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...

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, balan...

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...

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 le...

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 — fro...