articleBy Sanna Ödmark | 2026 | April 28
In a recent feature, our COO Emma Lundsten shares her perspective on what’s holding brands back in the Creator Economy - not strategy, but operations.
Drawing on years of experience working closely with both brands and creators, she highlights a growing gap between ambition and execution. While many brands are investing in creator marketing, few are structured to manage the complexity that comes with it — from workflows and collaboration to how insights are captured and scaled.
The article explores what it really takes to move beyond one-off activations and build creator-led marketing as a repeatable, scalable system.
"Today, brands turn to creators not only for amplification, but for early signals of what’s rising. This shift, from channels to culture, demands a different operational reality."
- Emma Lundsten, Cure Media
