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Inside the Creator Economy is a business podcast exploring how creator-led marketing is reshaping modern brand building.
Hosted by Sanna Ödmark and Frida Ekholm from Cure Media, the show brings you inside the conversations shaping the future of the creator economy - from CMOs and founders to creators, platforms and growth leaders across Europe.
This isn’t about one-off campaigns. It’s about what happens when brands move creators from the margins to the core of their strategy.
Each week, we unpack the real questions marketing teams are facing:
- What does it take to stay culturally relevant in a fast-moving landscape?
- What can brands learn from the creators who build communities, not just audiences?
- How do you structure for creator-led growth?
Produced by Cure Media, one of the leading creator marketing agencies in Northern Europe, this podcast is for marketers and business leaders who want to understand where growth is heading next.
Episodes
Wednesday Oct 08, 2025
Wednesday Oct 08, 2025
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.
Tune in to learn:
- How to convince internal stakeholders that creators can sell premium products, not just lipstick and sneakers
- Why creator content outperforms branded content in retail media networks and even drives in-store foot traffic
- The future of creator-brand partnerships: from one-off campaigns to co-created products and bundles
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.
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