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Influencer Marketing Talks is your backstage pass to modern marketing, from the creator economy and beyond. It's the leading influencer marketing podcast for brands and marketers who want to stay ahead in a fast-changing world.
Every week, hosts Sanna Odmark and Frida Ekholm sit down with marketing minds, creators and experts from across the industry to share stories, lessons and perspectives you won’t hear anywhere else.
Produced by Cure Media, the Nordics’ top influencer marketing agency since 2014, the show blends industry expertise with openhearted dialogue. Whether it’s decoding consumer behavior, unpacking new trends, or exploring what brands can learn from creators, this is your inside track to modern marketing.
Subscribe and join the conversation on Spotify, Apple Podcasts or Acast and stay ahead in the creator economy.
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159 Episodes
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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 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
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 content
How brands can give creators freedom and stay license-safe across platforms
Why classical and inspirational music is trending in viral content
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.
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.
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 credibility
How to tailor content across platforms like TikTok and Instagram
The role of digital activation in Paulig’s broader growth strategy
Vera 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.
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.
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 platforms
How creators are thriving—and monetizing—on Snapchat
Why engagement on the platform is stronger than ever
Emily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.
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 hype
Retail media’s explosive growth and what it means for brands big and small
Agentic AI—the next step in automation and hyper-personalization
Experience-driven retail and why Gen Z is redefining the role of physical stores
Balancing tech and human connection to create seamless customer experiences
Tune in for an expert take on how these trends are reshaping the industry and what brands must do to stay ahead.
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.
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.
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 market
The importance of defining your brand’s “star”
Why looking beyond your own industry can fuel innovation
Johanna 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.
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!
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.
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.
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.
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!
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