Inside the Creator Economy

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

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 Ekhol

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 Bran

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

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

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 C

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 si

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 Palmeli

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 c

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 Du

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 cr

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 Engelhar

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 i

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 bigg

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

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 connec

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: build

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

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 brand

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, atte