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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 May 27, 2026
Wednesday May 27, 2026
In this episode of Inside the Creator Economy, we sit down with Alexander Shmelkov, Director of Global Brand Tracking at IKEA.
Most brand trackers are built to tell you what happened. Alexander has spent the last few years rebuilding one to help the business decide what to do next, across 64 markets, in an environment where the rules of growth are changing fast.
In this conversation we get into why data on its own has no value, what it actually takes to turn insights into decisions, and how IKEA is transforming a 20-year-old measurement system into a genuine strategic tool. We also talk about what relevance really means for a global brand today, and why the bottleneck in most organisations isn't data, it's interpretation.
We also explore:
- The shift from reporting to predicting: insights as a forward-looking function, not a rearview mirror
- Why the aha moment, not the data, is the real deliverable of insights work
- What it takes to run a global brand tracker across 64 markets without losing local relevance
- Insights as a people business: why human capability, not technology, is the real constraint
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