by John Still on 15th Jul 2026 in Video Interviews

Lou Nylander, founder of Wildflowers of London, joined ExchangeWire's John Still on a sunny Cannes rooftop to discuss the convergence between media planning and technology.

Lou hopes for an open market with more visibility and transparency in ad tech, which will help to build trust that has been lost in the agencies and big players. With the emergence of new technologies, it is crucial to question if they are for the benefit of advertisers and consumers, or simply a way to make more margin.

While collaboration is key, most people are focused on their own silos and miss the holistic picture. The industry needs to return to the basics of marketing and media planning, with the brand and message at the core. Ultimately, technology should only be an enabler, not a ruler. Having advertisers in command will be essential for everything to fall into place.

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