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: 

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: 

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 personal, and the pressure that comes with it. Because the more you share, the more you grow… but also, the more is expected of you. 

We cover: 

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 media mix, redefining everything from content formats to the path to purchase. But the real shift goes deeper than that. 

We’re moving from a world where brands broadcast, to one where they’re expected to participate. Where discovery, consideration and conversion can happen in seconds. And where relevance is no longer owned by the brand, but shaped in real time by communities. 

We dive into: 

Because the real question isn’t whether brands should be on TikTok - it’s whether they’re ready to let go of control, and actually become part of the culture they want to reach. 

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, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant. 

We cover: 

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: 

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: 

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: 

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: 

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: 

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.