Inside the Creator Economy

As the market for influencer marketing is becoming more and more saturated, the demands on brands have increased significantly. What worked a couple of years ago is no longer enough - to stand out, your strategy needs to be creative and strategic.   To find out what it takes to get a creative edge in your influencer marketing, this episode will bring you through the creative process here at Cure Media and Sanna will get inside the head of our creative lead Frida, the other co-host of the show, to find out what creative influencer marketing actually means today. Key factors for a successful influencer collaboration from a creative point of view  Different types of creative concepts  Current trends in the influencer sphere

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? 

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? 

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? 

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. 

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 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. 

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 

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. 

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. 

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 

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. 

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. 

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. 

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. 

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. 

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.

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 mix The common blockers holding CMOs back from investing boldly, and how to overcome them How measurement is evolving to capture long-term brand impact Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.

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 influencer marketing and how they build endurance and strength  Why a data-first mindset is essential to long-term brand growth

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 consumption What’s fueling growth without seasonal drops or sales The story behind their Golden Egg-winning campaign, The Timeless Experiment