Inside the Creator Economy

Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere

Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere. 

In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. 

Tune in to learn: 

• How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting
• The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions
• The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report 

An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still. 

Creator POV: How to Build a Brand That Lasts With Louise Lundberg

This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the creator economy is evolving in real time.  

In this episode, we dive into: 

• How to build a creator brand with longevity, from niche vs. core to content that actually sticks.
• What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process.
• The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise. 

Whether you're a marketer or a creator, this episode is packed with insights you can apply right away. 

More Than a Trend: How Sport and Wellness Became Culture

From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect. 

And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle. 

In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing. 

Tune in to learn: 

• The key shifts redefining sport and wellness culture in 2026
• How any brand can show up authentically in this movement
• Why connecting social media with offline experiences turns audiences into participants 

From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh

Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge. 

In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation. 

Tune in to learn: 

• How to build cultural relevance without losing brand heritage
• Why “occasion-first” thinking is reshaping FMCG marketing
• The role of creators in turning everyday meals into meaningful moments 

A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands. 

Why Some Retailers Win (and Others Don’t)

Few people have had as many conversations with the minds behind the Nordics’ most successful retail and e-commerce brands as Björn Påhlman Spenger. 

As the host of Framtidens E-handel, one of the Nordics’ biggest business podcasts, he’s sat down with top founders, CMOs, and retail leaders to uncover what really drives growth in a rapidly changing landscape. 

In this episode, we flip the script and turn the mic on Björn to hear what he’s learned after hundreds of interviews: the common traits of those who win, the pitfalls that hold brands back, and where he believes the future of retail and e-commerce is headed. 

Tune in to learn: 

• What top-performing e-commerce brands have in common
• The biggest mistakes retailers make (and how to avoid them)
• How shifting consumer behaviour is shaping the next wave of retail 

A conversation about growth, mindset, and the power of staying close to your customers in an industry that never stands still. 

The Power of Passion Communities: Inside the Male Creator Movement

Hunting, fishing, and outdoor life might sound like niche interests, but they’re powered by a community built on passion, expertise, and shared values. 

In this episode, we dive into how brands connect with male audiences through authentic storytelling, and the creators and ambassadors who bring those stories to life. Together with Sarah Winckel, Marketing Director at Jaktia, Scandinavia’s leading retail chain for hunting, fishing, and outdoor life, we unpack how authenticity, community, and long-term creator partnerships can transform even the most traditional categories. 

Tune in to learn: 

• How to connect with male audiences through stories that feel real and relevant
• What brands can learn from creator-driven ecosystems built on trust and credibility
• How to build content that connects — not just converts 

An honest conversation about what makes communities tick, and what every brand can learn from the creators who truly understand their audience. 

From Buzzword to Business Value: The Real Story of UGC

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 driver 
• The difference between UGC, IGC, CGC, and EGC - and when to use which 
• Why the strongest brands combine influencer marketing and UGC 
• What KPIs really matter - and how to measure success beyond engagement 
• How to build a UGC strategy that scales without losing authenticity 

Tune in to learn why UGC isn’t just a creative trend, but a strategic lever for brands that want to stay relevant. 

Beyond Likes: How Microsoft Scaled Influencer Marketing 12x

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. 

5 Trends Defining the Creator Economy in 2026

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, not just data, are the key to staying relevant in today’s creator economy 
• How the smartest brands plan for micro trends and momentum instead of just campaign seasons 
• What’s behind the shift from data-first to creator-first and why trust is the new currency 
• The rise of sonic branding in short-form content (yes, sound matters more than you think) 
• How communities are overtaking followers as the true driver of loyalty 

If you want to stay ahead of what’s next, not just in influencer marketing, but in marketing full stop, this episode is your playbook for 2026.

ThisThat on Influencer Marketing’s Full-Funnel Power

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 slice of the marketing mix
• The common blockers holding CMOs back from investing boldly, and how to overcome them
• How measurement is evolving to capture long-term brand impact
  
  

Whether you’re still on the fence or already bought in, this is a must-listen for anyone shaping marketing strategy in 2025 and forward.