On June 3, IAB Sweden brought together some of the industry’s leading voices to discuss the future of creator marketing. Moderated by Cure Media’s CMO, Sanna Ödmark, the seminar explored how creator marketing is evolving from a tactical marketing channel into an integrated part of companies’ broader business strategies.
During the seminar, IRM presented their latest report on influencer marketing investments in Sweden. This was followed by discussions featuring Ksenia Rundin from the Stockholm School of Economics, Patrick Axzell, CEO of Orkla Snacks Sweden and BUBS, and creator Louise Lundberg. Together, they shared perspectives on the forces currently reshaping the creator economy, including cultural relevance, community building, and the future of brand partnerships.
The seminar highlighted how creator marketing has rapidly evolved from a complementary channel into a core driver of how brands build relationships, relevance, and growth. Discussions focused on the new demands this evolution places on marketers and why the creator economy increasingly needs to be viewed as a strategic business priority rather than a standalone marketing channel.
As part of the discussion, Sanna Ödmark highlighted a broader shift taking place across the industry. Internationally, the term creator marketing is increasingly replacing influencer marketing, reflecting how creators have evolved from distribution channels into strategic partners who build their own communities, formats, and platforms.
"At Cure Media, we have embraced the term creator marketing because it better reflects how the industry has evolved. Creators are no longer viewed simply as a distribution channel, but as strategic partners who build communities, shape culture, and create business value. We believe creator marketing will continue to evolve from a marketing channel into an integral part of how brands drive relevance, growth, and long-term business results"
- Sanna Ödmark, CMO at Cure Media.
The seminar concluded with a fireside chat featuring representatives from IAB Sweden’s Task Force Influencer Marketing, where future priorities for marketers and industry stakeholders were discussed.
As an active member of IAB Sweden’s Task Force Influencer Marketing, Cure Media continues to contribute to the development of industry standards, knowledge sharing, and initiatives that help drive the creator economy forward across the Nordics.
