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PODCAST

Influencer Marketing Talks

Influencer Marketing Talks is your backstage pass to modern marketing, from the creator economy and beyond. It"s the leading influencer marketing podcast for brands and marketers who want to stay ahead in a fast-changing world. Every week, hosts Sanna Odmark and Frida Ekholm sit down with marketing minds, creators and experts from across the industry to share stories, lessons and perspectives you won’t hear anywhere else. Produced by Cure Media, the Nordics’ top influencer marketing agency since

business marketing

All Episodes

28:00

From Buzzword to Business Value: The Real Story of UGC

Influencer Marketing Talks ·

2025/10/15

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. Tune in to learn: How UGC evolved from “authentic content” to a proven growth

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38:35

Beyond Likes: How Microsoft Scaled Influencer...

Influencer Marketing Talks ·

2025/10/08

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

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26:41

5 Trends Defining the Creator Economy in 2026

Influencer Marketing Talks ·

2025/10/01

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. Tune in to learn: Why deep insights,

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17:25

ThisThat on Influencer Marketing’s Full-Funnel Power

Influencer Marketing Talks ·

2025/06/25

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.Tune in to learn: Why influencer marketing deserves a bigger

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15:13

Intersport On Merging Tradition and Transformation

Influencer Marketing Talks ·

2025/06/11

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. Tune in to learn: How Intersport is building a leading voice in the running category The layers of influencer marketing and how they build endurance and strength Why a data-first mindset is essential to

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17:47

Inside Asket's Mission to Redefine Fashion and...

Influencer Marketing Talks ·

2025/05/28

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. Tune in to learn: How Asket balances commercial goals with conscious consumption What’s fueling growth without seasonal drops or sales The story behind their

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12:01

Why De-influencing Isn't Killing Influencer Marketing

Influencer Marketing Talks ·

2025/05/14

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. Tune in to learn: Why de-influencing is a

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16:44

How Music Powers Authentic Creator Collaborations...

Influencer Marketing Talks ·

2025/04/30

With the rise of video-first content across every platform, from TikTok and Reels to LinkedIn and YouTube, music is no longer a “nice to have” in creator campaigns. It’s a must. And few know that better than Gracie Schram, Senior Creator Partnerships Manager at Epidemic Sound. In this episode, Gracie joins us to explore how music can unlock more authentic, engaging, and high-performing influencer collaborations. Tune in to learn: Why music is becoming a key driver of performance in creator

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16:02

How to Build a Winning Influencer Strategy for 2026

Influencer Marketing Talks ·

2025/04/16

What does a successful influencer marketing plan look like for 2026? In this episode, we explore how forward-thinking brands are already laying the groundwork—not just for next year, but also for the upcoming autumn campaigns of 2025—and what marketers need to consider today to stay ahead.Joining us is Alexander Swärd, Brand Partnership Advisor at Cure Media, who brings years of experience helping B2C brands craft strategies that drive long-term impact. Together, we dive into the most common

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15:06

The Truth About Influencer Marketing in 2025: 5 Myths...

Influencer Marketing Talks ·

2025/04/02

Think you’ve got influencer marketing all figured out? Think again.In this episode, we bust five of the most common myths brands still believe about influencer marketing in 2025. From the confusion around UGC creators vs influencers, to the outdated idea that it’s “just another media channel” – we’re breaking it all down. We also dive into why influencer marketing isn’t just about big names or over-the-top creative ideas, and why treating it like a pure performance channel could be costing you more

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17:58

Tacos, Trends & TikTok: Inside Santa Maria’s Digital...

Influencer Marketing Talks ·

2025/03/26

This week, we’re joined by Vera Ebbeson Dahlin, Digital Activation Manager at Santa Maria (part of the Paulig Group), to explore how one of the most iconic food brands in the Nordics is using influencer marketing to drive sustainable and profitable growth.We discuss: Why long-term influencer collaborations are key to building credibility How to tailor content across platforms like TikTok and Instagram The role of digital activation in Paulig’s broader growth strategy Vera also shares how Santa

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14:57

Trending Now: What's New on Instagram, TikTok, and...

Influencer Marketing Talks ·

2025/03/19

What’s happening on Instagram, TikTok, and Snapchat right now? And what should brands be paying attention to in 2025? We’ve got you covered.In this episode, we dive into the latest updates, trends, and algorithm changes shaping the major social platforms. From Instagram’s new AI tools and the rise of longer Reels, to TikTok's hottest trends like niche content and candid storytelling, and Snapchat’s game-changing AR experiences - we break down what it all means for brands and creators.

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20:05

How Snapchat Is Redefining the Creator Economy

Influencer Marketing Talks ·

2025/03/05

This week, we’re joined by Emily McDonnell, Head of Creator Partnerships Nordics at Snapchat, to explore how Snapchat is becoming a game-changer for creators.We discuss: What makes Snapchat different from other social platforms How creators are thriving—and monetizing—on Snapchat Why engagement on the platform is stronger than ever Emily also shares insights on the future of Snapchat’s creator economy and what trends to watch in the coming months.

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21:10

What’s Next for Retail? Alex Baker on the Trends...

Influencer Marketing Talks ·

2025/02/26

This week, we’re joined by Alex Baker, one of the Nordics' top retail strategists and a serial entrepreneur recognised on global influencer lists, to uncover the five key retail trends brands can’t afford to ignore.Fresh from NRF in New York and retail hotspots across the Middle East and Europe, Alex shares insights on five key trends shaping 2025: AI’s evolution—why it’s now a mission-critical superpower, not just hype Retail media’s explosive growth and what it means for brands big and

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14:38

Owning the Marketing Moment with a Cultural Calendar

Influencer Marketing Talks ·

2025/02/19

How can brands stay relevant and create authentic connections in an ever-changing landscape? The answer: a Cultural Calendar!In this episode of Influencer Marketing Talks, Frida Ekholm, Creative Lead and Sanna Ödmark, Head of Marketing at Cure Media, break down how brands can strategically align their marketing with key cultural moments -think movie releases, festivals, and viral trends -to boost engagement and brand impact. We highlight brands that have nailed cultural marketing and share

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17:30

The Biggest Content Trends Shaping Social Media in 2025

Influencer Marketing Talks ·

2025/02/12

What will social media look like in 2025? In this episode, we explore the key content trends set to shape the year ahead—trends that don’t exist in a vacuum but are influenced by shifts in consumer behavior, global events, and cultural movements.Joining us is Jade D’econzac Mbay, Creative Strategist at Cure Media, who brings her expertise in crafting standout creative concepts for brands. Together, we unpack three major movements driving the content landscape: Creative Disruption, Community &

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17:38

Balancing Strategy and Wild Cards: How Tre Stands Out...

Influencer Marketing Talks ·

2025/02/05

This week, we’re joined by Johanna Andrén, Head of Marketing at Tre, to explore what it takes to build a strong, differentiated brand in the competitive telecom industry.We discuss: How brands can stand out in a crowded market The importance of defining your brand’s “star” Why looking beyond your own industry can fuel innovation Johanna also shares her approach to fostering a culture of experimentation, making quick decisions, and learning from failure—key ingredients for staying ahead in today’s

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11:42

What TikTok’s US Ban Means for Brands and Marketers

Influencer Marketing Talks ·

2025/01/29

In this week’s episode of Influencer Marketing Talks, we’re tackling one of the biggest disruptions in the social media world: TikTok’s potential ban in the US. What does this mean for brands, creators, and the future of marketing strategies? Tune in as we break down the latest updates, explore key takeaways, and share concrete advice on how to future-proof your social media strategy in today’s ever-evolving digital landscape!

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16:37

UGC Done Right: How Wolt is Scaling Across Markets

Influencer Marketing Talks ·

2025/01/22

Welcome to a new season of Influencer Marketing Talks! In this first episode, we speak with Dilnaz Gemici, Regional Content Manager at Wolt, about how the company integrates both traditional influencer marketing and user-generated content (UGC) to drive growth in multiple markets.Dilnaz shares her practical advice for brands starting out with UGC, discusses the key elements for running effective campaigns, and outlines Wolt’s plans to expand their UGC efforts to 13 markets in 2025. Tune in for a

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19:29

10 Years of Cure Media: Lessons and the Future of...

Influencer Marketing Talks ·

2024/12/18

In this episode, we’re joined by Sam Foroozesh, CEO and co-founder of Cure Media, to reflect on a decade of shaping the influencer marketing industry. Sam takes us through the evolution of the field, from the early days of blogs and discount codes to today’s influencer entrepreneurs, while sharing key milestones from Cure Media’s 10-year journey. We also explore future trends, industry challenges, and insights to help you make impactful decisions in the years ahead.

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134 results

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