Inside the Creator Economy

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 get into...

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 m...

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 “polish...

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 c...

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...

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 l...

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 convers...

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 happen...

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 bra...

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’...

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:...

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, emotion, and...

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 bra...

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,...

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...

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...

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...

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...

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 outc...

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 influ...

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 thro...

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 category The layers of influen...

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...

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 dri...