“Podcasting Is a Content Engine”: Cure Media’s Sanna Ödmark on Why Every Agency Should Have a Podcast

Being at The Podcast Show 2025 was enough to show me that the format isn’t going anywhere. In fact, it’s getting bigger, more profitable, and even more marketable.

For Sanna Ödmark, Chief Marketing Officer at Cure Media, it’s been a medium she has championed long before it became a huge content strategy for many brands.

Ödmark’s relationship with podcasting began a decade ago, long before the boom. When she joined Cure Media in 2019, the idea of launching an industry-focused show felt natural. Then the pandemic hit. As virtual content surged, Cure Media saw an opportunity: a dedicated voice in a space where business-led creator economy discussions were still rare. 

While creator-led podcasts were already common, business-focused shows within the influencer marketing landscape were not. Being early gave Cure Media's Influencer Marketing Talks a unique advantage.