Inside the Creator Economy

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 creativity, and tradition with transformation. 

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A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands. 

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 Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. 

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A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still. 

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 hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. 

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An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience. 

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 equation. 

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Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant. 

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, we dive into how Microsoft is rewriting the rules of retail marketing with creators, what brands everywhere can learn from their journey, and where the industry is headed next. 

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Whether you’re a marketer, a brand leader, or just curious about where the creator economy is moving next, this episode is packed with insights you won’t want to miss. 

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. 

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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.

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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. 

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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.

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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 honesty, relevance, and real value.

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