Influencer Marketing Talks

Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row. 

In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics. 

This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity. 

We dive into: 

How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again. 

Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale 

And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation 

At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not?

After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how brands organise around it. 

That’s why we’re evolving into Inside the Creator Economy. 

To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade. 

We talk about: 

The shift from inside-out to outside-in brand building

Why creator-led is a strategy, not a channel

Why so many large organisations still struggle, despite knowing this works

The real business risk of treating creators as a tactic, from generic communication to competing on price 

This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world.

We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing. 

This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community. 

And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human. 

We talk about: 

why the most important “metric” is learning to trust your body (not your Garmin) 

what comes next after run clubs and where the running community is heading 

plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes) 

If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now.

Snapchat is rising fast again - and not for the reasons you think.

In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap. 

This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence: 

Why private, in-the-moment communication is becoming the new social currency

How creators actually drive influence and purchase decisions on Snap

What brands need to understand about the mindset users are in when they open the app

The creative principles that will define success on Snapchat in 2026

And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters 

Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else. 

Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever.

With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep. 

And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. 

We also get into:

Purpose-driven influence – beyond empty statements and surface-level messaging

Value-led decisions as a creator (even when it means saying no to big money)

What brands need to rethink if they want partnerships that resonate