Inside the Creator Economy

How IKEA Rebuilt Brand Tracking for Growth 27.05.2026 36min

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 why data on its own has no value, what it actually takes to turn insights into decisions, and how IKEA is transforming a 20-year-old measurement system into a genuine strategic tool. We also talk about what relevance really means for a global brand today, and why the bottleneck in most organisations isn't data, it's interpretation. We also explore: The shift from reporting to predicting: insights as a forward-looking function, not a rearview mirror Why the aha moment, not the data, is the real deliverable of insights work What it takes to run a global brand tracker across 64 markets without losing local relevance Insights as a people business: why human capability, not technology, is the real constraint

PepsiCo’s Sorin Patilinet on Marketing Effectiveness in the Age of AI 13.05.2026 56min

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

Elisabeth Asserson Ingebrigtsen on Being a Creator Today 29.04.2026 28min

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

From Broadcast to Participation: The TikTok Shift 15.04.2026 31min

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.

5 Things We Can’t Stop Talking About Right Now 01.04.2026 26min

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

Building a Beauty Brand Through Culture with Roger Dupé 25.03.2026 31min

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?

Inside the Male Beauty Shift with Jonna Oteiza 18.03.2026 34min

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?

The Åhléns Turnaround: Reinventing a 126-Year-Old Brand 11.03.2026 28min

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?

From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh 04.03.2026 21min

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.

Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug 28.12.2025 27min

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.

Snapchat’s Comeback & The New Rules of Real Connection 10.12.2025 25min

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.

Creator POV: Meaningful Influence in a TikTok World With Frida Jernspets 03.12.2025 26min

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

Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere 26.11.2025 25min

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.

Creator POV: How to Build a Brand That Lasts With Louise Lundberg 19.11.2025 29min

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.

More Than a Trend: How Sport and Wellness Became Culture 12.11.2025 20min

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 movement Why connecting social media with offline experiences turns audiences into participants

From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh 05.11.2025 21min

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.

Why Some Retailers Win (and Others Don’t) 29.10.2025 28min

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.

The Power of Passion Communities: Inside the Male Creator Movement 22.10.2025 24min

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.

From Buzzword to Business Value: The Real Story of UGC 15.10.2025 28min

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.

Beyond Likes: How Microsoft Scaled Influencer Marketing 12x 08.10.2025 38min

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.