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Inside the Creator Economy

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Influencer Marketing Talks is a weekly 15 minute podcast about influencer marketing and why it is such a powerful channel for building trust

by Cure Media

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Inside the Creator Economy

About Inside the Creator Economy

Influencer Marketing Talks is a weekly 15 minute podcast about influencer marketing and why it is such a powerful channel for building trust with your target audience. Each week Sanna Ödmark and Frida Ekholm from Cure Media cover digital and social media topics, with guests from the industry.

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Episodes

New episodes usually come out every two weeks.100 episodes
  1. Oct 21, 2026 · 29 min

    Redhead Snacks: Why Your Next Hire Should Be a Fangirl

    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. They're part of it. Vendela…

  2. Oct 7, 2026 · 35 min

    Beyond Heritage: What Makes a Luxury Brand Desirable Today? with VANBRUUN

    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 engagement rings online,…

  3. Sep 30, 2026 · 27 min

    Creator Marketing in 2027: Shifts That Actually Matter

    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 same time, AI is…

  4. Sep 23, 2026 · 36 min

    What It Really Takes to Turn a Brand Around

    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. For Telenor, creating change has meant…

  5. Sep 16, 2026 · 39 min

    Inside the Swedish Candy Craze: How BUBS Became a Global Phenomenon

    We're back with season 12! 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…

The archive: 95 older episodes
  1. May 27, 2026 How IKEA Rebuilt Brand Tracking for Growth
    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…
  2. May 13, 2026 PepsiCo’s Sorin Patilinet on Marketing Effectiveness in the Age of AI
    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…
  3. Apr 29, 2026 Elisabeth Asserson Ingebrigtsen on Being a Creator Today
    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…
  4. Apr 15, 2026 From Broadcast to Participation: The TikTok Shift
    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…
  5. Apr 1, 2026 5 Things We Can’t Stop Talking About Right Now
    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,…
  6. Mar 25, 2026 Building a Beauty Brand Through Culture with Roger Dupé
    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…
  7. Mar 18, 2026 Inside the Male Beauty Shift with Jonna Oteiza
    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…
  8. Mar 11, 2026 The Åhléns Turnaround: Reinventing a 126-Year-Old Brand
    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…
  9. Mar 4, 2026 From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh
    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…
  10. Dec 28, 2025 Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug
    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…
  11. Dec 10, 2025 Snapchat’s Comeback & The New Rules of Real Connection
    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,…
  12. Dec 3, 2025 Creator POV: Meaningful Influence in a TikTok World With Frida Jernspets
    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…
  13. Nov 26, 2025 Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere
    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…
  14. Nov 19, 2025 Creator POV: How to Build a Brand That Lasts With Louise Lundberg
    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,…
  15. Nov 12, 2025 More Than a Trend: How Sport and Wellness Became Culture
    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…
  16. Nov 5, 2025 From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh
    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…
  17. Oct 29, 2025 Why Some Retailers Win (and Others Don’t)
    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…
  18. Oct 22, 2025 The Power of Passion Communities: Inside the Male Creator Movement
    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…
  19. Oct 15, 2025 From Buzzword to Business Value: The Real Story of UGC
    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…
  20. Oct 8, 2025 Beyond Likes: How Microsoft Scaled Influencer Marketing 12x
    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,…
  21. Oct 1, 2025 5 Trends Defining the Creator Economy in 2026
    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…
  22. Jun 25, 2025 ThisThat on Influencer Marketing’s Full-Funnel Power
    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…
  23. Jun 11, 2025 Intersport On Merging Tradition and Transformation
    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…
  24. May 28, 2025 Inside Asket's Mission to Redefine Fashion and Consumer Behaviour
    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…
  25. May 14, 2025 Why De-influencing Isn't Killing Influencer Marketing
    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 driving a shift toward…
  26. Apr 30, 2025 How Music Powers Authentic Creator Collaborations with Epidemic Sound
    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.…
  27. Apr 16, 2025 How to Build a Winning Influencer Strategy for 2026
    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…
  28. Apr 2, 2025 The Truth About Influencer Marketing in 2025: 5 Myths Busted
    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…
  29. Mar 26, 2025 Tacos, Trends & TikTok: Inside Santa Maria’s Digital Activation Strategy
    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…
  30. Mar 19, 2025 Trending Now: What's New on Instagram, TikTok, and Snapchat?
    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…
  31. Mar 5, 2025 How Snapchat Is Redefining the Creator Economy
    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…
  32. Feb 26, 2025 What’s Next for Retail? Alex Baker on the Trends Shaping 2025
    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…
  33. Feb 19, 2025 Owning the Marketing Moment with a Cultural Calendar
    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…
  34. Feb 12, 2025 The Biggest Content Trends Shaping Social Media in 2025
    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…
  35. Feb 5, 2025 Balancing Strategy and Wild Cards: How Tre Stands Out in Telecom
    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…
  36. Jan 29, 2025 What TikTok’s US Ban Means for Brands and Marketers
    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…
  37. Jan 22, 2025 UGC Done Right: How Wolt is Scaling Across Markets
    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…
  38. Dec 18, 2024 10 Years of Cure Media: Lessons and the Future of Influencer Marketing
    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…
  39. Dec 4, 2024 The Beauty Playbook: Influencer Strategies for 2025
    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…
  40. Nov 20, 2024 Turning Marketing Insights into Action with Mikael Lenneryd
    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…
  41. Nov 6, 2024 360° Influencer Marketing with Head of Operations, Emma Lundsten
    In this episode, we’re exploring how to maximize your investment in influencer marketing with a 360° strategy, featuring Emma Lundsten, Head of Operations & Client Success at Cure Media. Emma explains how brands can expand influencer-generated content beyond social media, integrating it into channels like TV, newsletters, and out-of-home advertising. She’ll also share insights on overcoming the internal challenges…
  42. Oct 23, 2024 Profitable E-Commerce: How AI is Shaping Success
    In this episode, we sit down with Marcus Tagesson, the founder of Babyshop and now founder and CEO of Dema, a service that integrates your e-commerce data into actionable insights, enabling your team to act faster and make data-driven decisions, from marketing to inventory. Marcus shares his journey from building Babyshop, a baby retail brand to today’s platform, Dema, leveraging the power of AI. We discuss the…
  43. Sep 25, 2024 Communication that Matters: The keys to making an impact
    In this week’s episode of Influencer Marketing Talks, we’re joined by Niklas Bondesson, Associate Professor of Marketing at Stockholm University and strategic advisor at Noa Consulting, to explore key insights from his latest report, “Communication that Makes an Impact 2024.” Host Isabelle and Niklas dive into the vital role of creativity in marketing success. Niklas reveals which creative elements can elevate…
  44. Sep 11, 2024 Unleashing Creativity in Influencer Marketing
    In this episode of Influencer Marketing Talks, Frida and Isabelle explore the power of creativity in marketing and how it sets brands apart in today’s crowded landscape. Join us as we share why creative campaigns grab more attention, boost brand likability, and signal trustworthiness—all backed by research. We also dive into the Cure Media approach to combining always-on influencer strategies with standout creative…
  45. Aug 28, 2024 Top 5 Trends Driving Influencer Marketing in 2025
    It’s finally here—this year’s trendspotting episode! In just 15 minutes, hosts Isabelle Green and Frida Ekholm break down the top five social media trends that brands need to know to succeed in 2025. From crafting high-impact campaigns to leveraging new content strategies, this episode is packed with valuable insights for marketers looking to elevate their brand presence. Here’s a sneak peek: Learn how to create…
  46. May 29, 2024 Trends Transforming Social Media and Influencer Marketing in 2024
    Join us this week as we sit down with Carlos Casquilho, Head of Revenue at Cure Media. Dive into the latest trends shaping the social media landscape and discover the evolving dynamics of consumer behaviour in 2024. Learn about the evolution of consumer behaviour towards a social-first mentality and understand why high posting volumes are now crucial for standing out in a crowded digital landscape. Discover the…
  47. May 15, 2024 Rethinking Retail: The New Dynamics of Consumer Behaviour
    This week, we're joined by Professor Sara Rosengren from the Stockholm School of Economics. Discover the significant shifts in retail driven by digital innovations and sustainability. Sara shares how digital platforms and influencers are reshaping consumer interactions and what retailers must do to stay connected and relevant in this fragmented landscape. We also debunk common myths about consumer behaviour that…
  48. May 1, 2024 Decoding Marketing Success: The Anatomy of Effectiveness
    Join us this week as we dive into "The Anatomy of Effectiveness" with Imaad Ahmed from WARC, the global leader in marketing effectiveness. With over 15 years guiding top brands, Imaad outlines the five building blocks of effective marketing that every marketer needs to know. Discover strategies for balancing brand building with sales activation, the importance of multi-channel approaches, and adapting to economic…
  49. Apr 17, 2024 Why Arla is Scaling Up Influencer Marketing
    In this week’s episode we chat with Sara Johansson, Strategic Media Lead Sweden at Arla, the world’s largest organic dairy producer, operating in 146 countries. Sara will share her expert insights on integrating influencer marketing into Arla’s expansive media strategy. Together, we’ll delve into the data-driven tactics behind Arla’s influencer collaborations, learn how they maintain relevance in a rapidly shifting…
  50. Apr 3, 2024 How Nestlé Integrates AI into Its Day-to-Day Marketing Strategy
    In this episode, we're joined by Søren Mohr, Nordic Media, Digital and AI Manager at Nestlé, who shares his insights on seamlessly integrating AI into marketing frameworks. Discover the strategic roadmap for AI adoption, from securing executive endorsement to fostering a culture of innovation and adaptability within your teams. We'll explore practical strategies to leverage AI for enhanced creativity and efficiency…
  51. Mar 20, 2024 Active Attention: The Key to Effective Marketing
    In this week’s episode, we delve into the pivotal concept of active attention in marketing, emphasizing its role in not just capturing, but also connecting with audiences amidst the relentless digital noise. Kristian Melå, Co-founder of Cure Media with a decade of experience in influencer marketing, shares his invaluable insights. In our discussion, we uncover: What active attention means for marketers and why it…
  52. Mar 6, 2024 Next-Gen FMCG: A Guide to Engaging Communication
    In this podcast episode, we will dive into the transformative world of pharmacy retail with a spotlight on Kronans Apotek, a leader in the Swedish pharmacy market together with Anja Fahlström, Digital Marketing Manager and Jennifer Kovacs, Head of Digital Activations. We’ll explore the booming e-commerce growth within the beauty segment, the evolution of pharmacies beyond traditional boundaries, and how Kronans…
  53. Feb 21, 2024 Beyond the Basics: Finetuning Your Influencer Marketing Strategy
    In this week's episode, Frida sit down with Julia Arheden, a strategist with over five years in the influencer marketing field, currently leading strategy for Cure Media's major clients. Julia brings her deep industry knowledge to the table, offering invaluable tips on refining your influencer marketing strategy to meet the evolving demands of consumers. You will also learn: The often-overlooked factors critical…
  54. Feb 7, 2024 Utilizing AI: Trends, Tools, and Tomorrow
    In this week's episode, we're joined by digital marketing expert Sara Öhman, who brings her insights into leveraging AI for brand communication through digital and social media. We'll cover the latest developments in AI across various media, discuss essential AI tools for businesses and individuals in 2024, and examine AI's evolving role on social platforms like TikTok and Instagram. Sara will also shed light on…
  55. Jan 24, 2024 Vogue Business on 2024’s Luxury Fashion Trends & Digital Shifts
    In this week's episode, we're joined by Lucy Maguire, Senior Trends Editor at Vogue Business, for an in-depth look at 2023's fashion highlights and a sneak peek into the trends of 2024. How are luxury brands mastering innovative marketing in both the digital and physical realms? Lucy, leveraging her expert insight, reveals the most striking trends and marketing strategies that have resonated with Gen Z and…
  56. Nov 8, 2023 TikTok Triumph: How Normal Wins Gen Z Hearts
    In this week's engaging episode, we're joined by Viktoria Nilsson, the Marketing Coordinator at Normal - the retail giant known for shaking up the European market with their affordable range of essentials. With 566 stores and a remarkable TikTok presence that has captured the hearts of Gen Z, Normal stands out as a brand that's mastered the art of social engagement without a traditional e-commerce approach. Hear…
  57. Nov 1, 2023 Niklas Bondesson on Communication that Matters: The Keys to Making an Impact
    In this week’s episode, we're thrilled to have Niklas Bondesson, an Associate Professor of Marketing at Stockholm University and a strategic advisor at NoA Consulting, join us. Get ready as we delve into the recently released report "Communication that makes an impact! 2023" and explore three of the key findings with Niklas. We'll discuss how these insights can shape brands' strategic planning for the upcoming…
  58. Oct 25, 2023 Behind L’Oréal’s Success: Rebecca Eliasson on Creators, Data, and Gen Z
    Join us in this episode as we uncover L'Oréal's successful journey with Rebecca Eliasson, their Group Head of Advocacy. Curious about their strategy in the dynamic beauty realm? Or their recipe for captivating Gen Z's heart? Step inside the universe of data-savvy beauty marketing, see why brands like CeraVe are Gen Z's favorites, and get some expert tips on how to keep up with the ever-changing social media wave.…
  59. Oct 18, 2023 Social Media Trends 2024
    Prepare to rethink your social media strategy and unearth innovative ways to engage your audience! In this episode, we peel back the curtain on the ever-evolving world of social media, highlighting the trends that will shape 2024 and beyond. Join Frida Ekholm and Sanna Ödmark on this 15 minute episode as we go through what's hot, what's not, and how brands can stay ahead of the game. You will learn: How photos are…
  60. Oct 11, 2023 Key Factors for Expanding Successfully into New Markets with Makeup Mekka
    In this episode, we delve into the remarkable success story of Makeup Mekka, a Norwegian beauty brand that went from zero to 3.5 million Euro in just two years when launching on the Swedish market together with us at Cure Media. We invited their CMO, Stine Frey Grøndahl, to explore the key factors behind their rapid growth, both historically and in the future, with a focus on expanding into new markets. If you're a…
  61. Oct 4, 2023 Maximise Your Success During Black Week and the Holidays Season
    Black Friday week and the holiday season can be the most hectic and demanding time of the year, especially for retail marketers. With fierce competition for audience attention, it's crucial to have that extra edge to make a lasting impact. In this episode, we'll share our top tips on how you can maximise your success during the upcoming Black Friday week and holiday season. Tune in to discover: The importance of…
  62. Sep 27, 2023 Navigating the Media Landscape: Where Brands Invest and How Consumers Engage
    In this week’s episode, we’re joined by Carlos Casquilho, Head of Revenue at Cure Media, to delve into the evolving media landscape and its implications for marketers. You’ll hear the latest numbers on what marketing channels are stagnating, declining or increasing, how consumer behaviour has changed the landscape, and of course how influencer marketing is playing a significant role today but even bigger in the…
  63. Sep 20, 2023 How to Measure Brand Effects in Influencer Marketing with Nepa
    What role does influencer marketing play in the media mix and how do you prove its effect in an effective way? This week, we delve into the crucial task of measuring the impact of influencer marketing on brand metrics, a challenge faced by countless brands and marketers in today's competitive landscape. Our guest, Erika Lindén from the leading market research company Nepa joins us to discuss their collaboration…
  64. Sep 13, 2023 Unlocking Gen Z: Strategies Behind Common Clouds’ Rise
    In this episode, we have the privilege of hosting Maria Ahlgren, the visionary co-founder and CMO of Common Clouds—a brand with an audacious mission to destigmatize acne, known for their TikTok-famous "Pimple Patches." Maria will take us through the intriguing story of this up-and-coming brand, unveiling their effective strategies for carving a niche in the competitive beauty industry. We'll also delve into Common…
  65. Sep 6, 2023 5 Big Influencer Marketing Trends Shaping 2024
    It’s finally here, this year’s trendspotting episode! In just 15 minutes, you'll find out the top five influencer marketing trends that brands need to know in order to succeed with their marketing efforts in 2024. From tapping into relevant pop culture trends and events to exploring subcultures within the target audience, we provide valuable insights on how brands can engage with their audience on a whole new…
  66. Aug 30, 2023 Kappahl’s Journey to Sustainable Fashion: Tips and Tricks from the Frontline
    In this episode, we delve into the world of responsible fashion and the challenges faced by fashion brands in navigating sustainability. Our guest, Karin Lund, Global Marketing Manager at Kappahl, shares insights into how Kappahl has become a frontrunner in the industry, placing sustainability at the forefront of their agenda. We explore Kappahl's sustainability strategy, aligned with new EU regulations, and their…
  67. Aug 23, 2023 From Products to Impact: How Brands Can Transform and Influence
    In the season 6 premiere, we’re deep diving into the fascinating world of consumer perception. Ever wondered how people form opinions about brands? And how companies can make a positive impact on individuals, society, and the economy? Our special guest for this mind-blowing topic is none other than Emmanuel Probst, author of the best-selling book Assemblage and the Global Head of Thought Leadership at Ipsos, a…
  68. Jul 18, 2023 We’re Nominated for the People’s Choice Podcast Awards!
    We’re so happy to announce that we’re nominated for the People's Choice Podcast Awards, in the category “Best Female Hosted Podcast”! The People's Choice Podcast Awards is the longest-running podcast awards event in the podcasting space open to shows all over the world. We’re so proud and honoured to be nominated, and now we need your help! We would be so happy if you would give us your vote on this link (you’ll…
  69. Jun 14, 2023 Youty on Navigating the Evolution of Beauty Marketing
    In this week’s episode, we have Linn Gegerfeldt, the Influencer Marketing & Social Media Manager at Youty Group. Youty Group, which was founded in 2004, has become a prominent player in the Nordic online beauty industry. In 2020, it emerged as a result of a merger between three renowned Nordic beauty sites: Blush, Eleven, and Nordicfeel. With an extensive portfolio of over 25,000 brands including Lancome, Clinique,…
  70. Jun 7, 2023 From Pioneer to Powerhouse: How Sellpy Navigates the Modern Consumer
    In this episode we welcome Alma Riihelä, Commercial Lead at Sellpy, one of the earliest second-hand platforms, founded in 2014. With offices in multiple locations, a growing team of 500 employees, and H&M as its majority stakeholder, Sellpy has revolutionized the second-hand market. In this week’s conversation, we'll explore the journey of Sellpy's marketing strategy and delve into the dynamic world of the…
  71. May 31, 2023 Influencer Marketing for Different Beauty Segments
    Based on our experience and insights from working with a wide range of beauty brands, we know that it's essential to understand the nuances of each beauty retail segment in order to build a successful influencer marketing strategy. It can be tricky to figure out what works best for your brand so in this week’s episode, we outline some of the differences and similarities that marketers should be aware of when it…
  72. May 24, 2023 How to Get Creative With Influencer Marketing - the Cure Media Process
    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…
  73. May 17, 2023 How AI and ChatGPT are Transforming Consumer Behaviour
    Get ready for an exciting episode as we welcome back Chris Beer, Data Journalist at GWI, a leading audience targeting company for the global marketing industry, delivering insights on how consumers think. In today's episode, Chris returns to discuss the hot topic of AI and ChatGPT, sharing latest findings from GWI research. We’ll cover both the opportunities as well as the concerns that AI brings, and learn how it…
  74. May 10, 2023 Report: Exploring the Impact of Preference for Fashion Brands
    In this week's episode of the podcast, we speak with Carlos Casquilho, Head of Revenue at Cure Media, to discuss the findings of our latest research report surveying the brand strength of 13 major fashion brands in Sweden. We explore what many of the brands are missing out on, why high awareness is not enough for brand success today, and what opportunities there are for brands to grow on TikTok and win the hearts…
  75. May 3, 2023 What’s Hot and What’s Not from a Gen Z
    Welcome to this exciting episode where we'll be delving into the world of Generation Z, a group that is always on the move and hard to keep up with. To help us navigate the ever-changing landscape, we're joined by our colleague and fashion expert, Vilma Lindgren, to give us an update on what’s hot and what’s not in the world of fashion, social media, and influencer marketing. From the latest fashion trends to the…
  76. Apr 26, 2023 The Kardashian Effect: The Secrets to Creating a Big Buzz Around Your Products
    It took four 'no's before Khloé Kardashian said yes to collaborate with the Swedish scale-up Boxbollen. But ever since then, the tide has turned and now big names like Snoop Dogg have come knocking on the door asking to collaborate. We invited the two brothers Jacob and Victor Eriksson, who founded the company, to get inside their heads on what it takes to create this ‘Kardashian effect’ and how they’ve gone from…
  77. Apr 19, 2023 Kjersti Hobøl: The Superwoman of Norwegian Business on How to Turn Crisis Into Success
    In this week's episode, we have Kjersti Hobøl, CEO at the beloved Norwegian retail chain Nille. Kjersti is referred to as both "rescue woman" and "Superwoman" due to her successful career of saving bankrupt businesses. She loves tackling "impossible tasks" and in 2018 she became the CEO of Nille, which was on the brink of bankruptcy. Through her hard work and dedication, she managed to turn things around which is…
  78. Apr 12, 2023 Byron Sharp on How Brands Grow: Unlocking Today’s Marketing Strategies
    In our 100th episode, we have professor Byron Sharp in the studio - the world-renowned professor, thought leader and author of the legendary book - How Brands Grow. Byron is also the director of the Ehrenberg-Bass institute of Marketing Science, which is the world's largest centre for marketing research. Tune in to hear Byron’s thoughts on what has changed in marketing in recent years, why many marketers shoot…
  79. Apr 5, 2023 Influencer Marketing Success: Tips & Tricks From a Long-Time Beauty Pioneer
    A long-time beauty pioneer, Sephora has been at the forefront when it comes to cultivating a strong community in the digital space. In this episode we’re joined by Sabrina Buus, Marketing Director for SEPHORA Germany, Switzerland & Scandinavia, to share some of the keys to their marketing success. We discuss what Sephora does to cut through the noise in today’s crowded beauty space. Sabrina also explains why…
  80. Mar 29, 2023 Beyond the Brief: The Power of High-Quality Content in Influencer Collaborations w/ Maya Parnevik
    In this episode, we're joined by the talented influencer Maya Parnevik. Maya has a proven track record of creating high-quality and engaging content, crushing it for some of the biggest brands in the industry. We will be discussing what it takes to stay ahead of the game in the fast-paced world of influencer marketing and dive into insider tips on how to create content that's not only creative and professional but…
  81. Mar 22, 2023 Convincing the Board: Why Influencer Marketing is Crucial
    Are you a CMO that hasn’t fully understood the importance of influencer marketing yet? Do you still believe that TV is the best channel when it comes to catching your audience’s attention? Or are you struggling to convince the board that influencer marketing should make up a larger part of your media mix? Then this is the episode for you. This week, Sanna sits down with Sverre Flåskjer, the Managing Partner and…
  82. Mar 15, 2023 What Brands Need to Know About Millennials
    Millennials make up the biggest consumer base in the world, and a lot has changed in the last few years. Did you know for example that more than 62% of millennials are now parents, representing a rise of nearly 20% over the last three years? The fact that millennials are maturing, and that the generation as a whole is less dispersed than before, is one of many things brands need to be aware of when designing their…
  83. Mar 8, 2023 Succeeding with Influencer Marketing for a Service w/ DHL Express
    In 2022, this market leader in door-to-door courier services with a presence in over 220 countries started working with influencer marketing - we’re talking about DHL Express! In this episode, Frida talks to Dan Crewe, E-commerce manager at DHL Express about how they got started with influencer marketing for such an unusual service as door-to-door courier services, the key success factors behind the strategy, and…
  84. Mar 1, 2023 Marketing to Gen Z: A 2023 Guide
    In this week's episode, we will be delving into the world of Generation Z - the generation that's bringing back low-rise jeans and ballerina shoes. What do brands need to know about Gen Z to succeed in 2023? We will discuss the key trends on their preferred social media platforms, their attitudes toward marketing, and the strategies that will drive them to press the “purchase button”. Get ready to learn the secrets…
  85. Feb 22, 2023 Making a Mark in a Challenging Economy: Learnings from an NGO
    How does the marketing strategy for a non-profit organization differ from that of other companies, and what can marketers learn? In this week’s episode we invite our first NGO to discuss the current marketing landscape and what brands need to do in order to stand out from the crowd. We talk to Johnny F Kroneld, Head of Unit Marketing & Events at The Swedish Childhood Cancer Fund. With over fifteen years' experience…
  86. Feb 15, 2023 Harness the Power of 360° Influencer Marketing
    Fancy multiplying the power of your influencer marketing? You're in luck - because the 360 approach to your influencer marketing is a thing in 2023. Consumers are crying out for more ‘real’ people to showcase products and brands just don't have the resources to keep up. By using the content you already have, you can create a cost- and time-saving way to meet the demand - and *go beyond* the world of social media.…
  87. Feb 8, 2023 Unlocking the Keys to Success in the Beauty Industry with Boots
    For over 170 years, Boots has been a leader in the beauty industry, making it one of the world's most well-known and celebrated heritage brands. In a world becoming increasingly digital, how can traditional beauty retailers successfully keep up and transform? In this week’s episode, we talk to Pete Markey, Chief Marketing Officer at Boots, about the company’s transformation journey. From the key success factors in…
  88. Feb 1, 2023 Preference Marketing: the Missing Piece of the Puzzle
    Are you a brand struggling to stand out in a crowded and competitive marketplace? Don't let your hard-earned brand awareness go to waste - make sure your brand invests in preference building marketing activities before it’s too late. In this week’s episode we’re going to take a deep dive into preference marketing and why this can be your short-cut through the marketing funnel. We discuss strategies and tactics to…
  89. Jan 25, 2023 Maximising Performance Marketing ROI With Influencer Content
    What if there was a hidden ingredient to performance marketing that could help brands drive higher ROI in their performance channels? Hint: this might actually be the case! Did you for example know that recent studies by Meta show that adding branded content (content that is created by influencers) to your business-as-usual assets can reduce your cost per acquisition by 19% and increase your click rate by 53%? We…
  90. Jan 18, 2023 Preference: The Secret to a Profitable Marketing Mix
    In this week’s episode, we sat down with Kristian Melå, Co-founder and Head of Brand Partnership Advisory at Cure Media to sort out what essential role preference plays in when it comes to building a profitable marketing mix. Many legacy brands invest heavily in creating awareness, but they neglect the middle stage of the funnel, resulting in the need to overspend in the performance stage to make up for the lack of…
  91. Jan 11, 2023 The Link Between Diversity, Inclusion and Profitability
    We live in a world of diversity. Still, it’s surprising how little has changed when it comes to everyday consumer products. Nebe Al-mayahi is the brain behind the brand TEINT, which challenges the status quo around daily consumer products. In 2021 they launched their award-winning skin tone adapted plasters and this is just one of a very long list of products that needs to be redesigned to cater for the diversity…
  92. Dec 14, 2022 The New Year Special ft. Maja Lindelöf, Sanne Josefson & Emil Holmqvist
    That’s a wrap on season four of Influencer Marketing Talks - and what a season it’s been! With guests joining us from global brands such as Coca-Cola, TikTok and NYX, we’ve dug into every corner of influencer marketing and the wider consumer arena. Now, ready to go out with a bang, we’re joined by Maja Lindelöf, founder of Lis Bonne Atelier; Sanne Josefson, founder of Sanne Alexandra; and Emil Homqvist, co-founder…
  93. Dec 7, 2022 Building Brand Love with NYX Professional Makeup
    Founded in Los Angeles in 1999 and today one of the most popular beauty brands in the world - we’re talking about NYX Professional Makeup! Available worldwide both online and over at thousands of retailers, NYX manages to stay relevant among it’s audience with a high-quality product range and wallet-friendly prices. In today’s episode, we have Diana Valdez, Head of Consumer Engagement at NYX to share her expertise…
  94. Nov 30, 2022 What Research Says about Consumer Behaviour 2023 ft. GWI
    What does something named “the lipstick effect” have in common with the economic downturn? Actually, a lot. With 2023’s economic situation, brands need to have a solid understanding of how to attract consumers' loyalty and money before their competitors do. In this episode, Frida Ekholm talked to Chris Beer, Data Journalist at GWI, one of the leading audience research companies for the global marketing industry, on…
  95. Nov 23, 2022 Is Data-Driven Influencer Marketing the Industry’s Biggest Con?
    Google data-driven influencer marketing and you’re going to get over 12,000,000 results all telling you what it’s about, why it’s important, and how you should be doing it. But is the very premise a lie? Looking into what data means for the influencer marketing channel today, data scientist Bernard Rosencrantz and marketing manager Holly Morran bring you their standing-room-only session from the Influencer…

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