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Inside the Creator Economy: Daily Summaries Delivered
by Cure Media
Inside the Creator Economy explores how creator-led marketing is transforming the way modern brands grow.Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the podcast brings you into the conversations shaping the next era of the creator economy — featuring CMOs, founders, creators, platforms and growth leaders from across Europe.This isn’t a podcast about isolated creator campaigns. It’s about the bigger shift: what happens when creators move from being a marketing channel to becoming part of a brand’s core strategy.Every week, we dive into the questions leaders are navigating right now:What does it really take to stay culturally relevant?What can brands learn from creators who build communities, not just audiences?And how do organisations structure for creator-led growth?Hosted by <a href="https://www.curemedia.com/" rel="
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- 4 days ago30 min
Beyond the Subscription: Building a Brand People Keep Choosing
Getting someone to subscribe is one thing. Getting them to stay, come back, and choose your brand even when competitors are offering a better deal? That's where the real challenge begins. In this episode of Inside the Creator Economy, we sit down with Anmari Susa, Head of Brand and Partnerships at Cheffelo, the company behind Nordic meal kit brands including Linas Matkasse, Godtlevert and RetNemt. Following a major Nordic rebrand, Cheffelo is shifting from picture-perfect food advertising to the messy reality of everyday dinners. But how do you build emotional connections in a category driven by convenience, price and promotions? We get into: Why Cheffelo is moving away from picture-perfect meals and putting real life around the dinner table at the centre of its storytelling. The challenge of building one brand across the Nordics, when consumer habits and attitudes towards subscriptions differ. Why winning back a customer can matter just as much as keeping one in a subscription business. Hosted on Acast. See acast.com/privacy for more information.
- 2 weeks ago29 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 shares how growing up in fandoms and online communities shaped her approach to marketing, why understanding a platform's language goes far beyond following trends, and why some of the most valuable creative talent might never have studied marketing at all. We also explore how Redhead is building an identity beyond its famous founder, Mauri Hermundsson, why brands aren't always welcome in online conversations, and what happened when a team that's deeply skeptical of AI decided to experiment with AI-generated content. From hiring fangirls to questioning traditional content calendars, this episode offers a different perspective on what it really takes to build a brand that belongs in internet culture. We also get into: Why Redhead treats its chips as props, not the main event How Mauri went from every TikTok to every fifth Why HBO is hiring fan editors How trends travel from X to TikTok, Reels and Facebook Why Redhead ditched rigid content calendars for daily trend check-ins Hosted on Acast. See acast.com/privacy for more information.
- Oct 7, 202635 min
Beyond Heritage: What Makes a Luxury Brand Desirable Today?
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, competing on price and efficiency. Thirteen years later, the thinking has shifted. As AI makes content, technology and digital experiences easier to copy, the brand is doubling down on the things that don't scale: the physical spaces, the smallest details, the feeling you get when you walk through the door. We get into what that looks like in practice - from building desirability without a hundred years of heritage, to why the hardest things to scale might become the biggest competitive advantage. We also explore: Why competing on price and efficiency wasn't enough to build the brand Victor wanted What hospitality can teach us about modern brand building Where VANBRUUN uses AI, and where it deliberately doesn't Why the things that are hardest to scale might become the biggest competitive advantage Hosted on Acast. See acast.com/privacy for more information.
- Sep 30, 202627 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 making content faster and cheaper to produce, raising the bar for what actually earns attention. And as social platforms become more participatory again, the role of creators is evolving far beyond simply producing and distributing content. We get into what these shifts mean in practice: from why creator marketing might start to disappear as a separate channel, to bringing creator expertise further upstream, building creative frameworks that work at scale, and understanding why more content doesn't necessarily mean more impact. We also explore: Why creator marketing is becoming increasingly integrated into marketing itself What “creator-first” actually means, and why it doesn't mean handing creators the strategy Why AI makes human judgment, creativity and distinctiveness more valuable How brands can balance creative freedom with strategic direction Why social is becoming social again, and what the shift from broadcasting to participation means for brands Hosted on Acast. See acast.com/privacy for more information.
- Sep 23, 202636 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 rethinking not only how the brand shows up, but how the marketing organisation behind it works. We get into the decisions behind that transformation: from making sharper choices and challenging established ways of working, to creating an organisation that can move faster and deliver more impact. Teresa also shares what she has learned about leading through change, bringing people with you, and building a stronger, more distinctive brand. We also explore: How to create meaningful differentiation in a highly competitive category Why real transformation goes beyond marketing What it takes to make tough decisions while bringing people with you How sharper priorities can create more impact The role of leadership in taking a brand through transformation Hosted on Acast. See acast.com/privacy for more information.
- Sep 16, 202639 min
Inside the Swedish Candy Craze: How BUBS Became a Global Phenomenon
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 conversation, we get into what actually happens when the internet chooses your brand: how BUBS responded when demand took off faster than the business could keep up, why letting go of control became part of the strategy, and what it takes to turn viral momentum into long-term brand and business growth. We also talk about why speed can matter more than perfection, how BUBS lets consumers and creators shape the brand, and what Patrik has learned about leading through unexpected growth. We also explore: What happens behind the scenes when demand suddenly exceeds supply Why BUBS built its brand playbook by listening to consumers, rather than starting with an agency How to let consumers and creators shape a brand without losing what makes it distinctive Why the BUBS concept store became one of the brand’s most valuable marketing platforms How to turn a cultural moment into something much bigger than a viral hit Hosted on Acast. See acast.com/privacy for more information.
- May 27, 202636 min
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 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 Hosted on Acast. See acast.com/privacy for more information.
- May 13, 202656 min
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 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 Hosted on Acast. See acast.com/privacy for more information.
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About Inside the Creator Economy
Inside the Creator Economy explores how creator-led marketing is transforming the way modern brands grow.Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the podcast brings you into the conversations shaping the next era of the creator economy — featuring CMOs, founders, creators, platforms and growth leaders from across Europe.This isn’t a podcast about isolated creator campaigns. It’s about the bigger shift: what happens when creators move from being a marketing channel to becoming part of a brand’s core strategy.Every week, we dive into the questions leaders are navigating right now:What does it really take to stay culturally relevant?What can brands learn from creators who build communities, not just audiences?And how do organisations structure for creator-led growth?Hosted by <a href="https://www.curemedia.com/" rel="
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