Creator Marketing Podcast | Inside the Creator Economy by Cure Media | Sanna Ödmark

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#E176 – How IKEA Rebuilt Brand Tracking for Growth

In this episode of Inside the Creator Economy, IKEA’s Alexander Shmelkov shares how the company rebuilt brand tracking across 64 markets to become a driver of growth, not just reporting. We explore why insights are about interpretation, not just data, and what it takes to turn measurement into strategic decision-making.

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#E175 – PepsiCo’s Sorin Patilinet on Marketing Effectiveness in the Age of AI

#E174 – Elisabeth Asserson Ingebrigtsen on Being a Creator Today

#E174 – Elisabeth Asserson Ingebrigtsen on Being a Creator Today

#E173 – From Broadcast to Participation: The TikTok Shift

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#E172 – 5 Things We Can’t Stop Talking About Right Now

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#E171 – Building a Beauty Brand Through Culture with Roger Dupé

#E170 – Inside the Male Beauty Shift with Jonna Oteiza

#E170 – Inside the Male Beauty Shift with Jonna Oteiza

#E169 – The Åhléns Turnaround: Reinventing a 126-Year-Old Brand

#E168 – From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh

#E168 – From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh

#E167 – Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug

#E167 – Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug

Frequently asked questions

Inside the Creator Economy explores how brand relevance is built today, through conversations with the people shaping marketing, culture and business across brands, platforms and beyond. Since 2021, we’ve brought together leading voices from across the industry.

We bring together a broad mix of voices, from brand leaders and platform experts to creators and academic researchers, offering a 360° view on creator-led marketing. Guests include companies like L’Oréal, Zalando, Sephora, IKEA, PepsiCo, Snapchat, TikTok, as well as perspectives from Vogue Business, WARC and Byron Sharp.

We feature a curated mix of voices shaping the space, from brands and platforms to creators and industry experts. If you bring a unique perspective to creator-led marketing, we’d love to hear from you.