Speakers

Flora leads Planning at MG OMD, shaping the agency’s planning product and driving a more future-facing approach to media. She is focused on redefining how planning works in an AI-driven landscape—moving beyond siloed channels and static campaigns towards connected decisioning, where data, technology and human insight combine to drive real business outcomes. Flora is particularly passionate about the future of planning, helping brands navigate accelerating change and build more adaptive, outcome-led strategies in an increasingly automated world.

With over 16 years’ experience in media, Flora has built her career firstly within AV, then stretching into Connections and Implementational Planning, including a pivotal role on OmniGOV where she helped lead planning for over 60 government departments. During this time, she drove innovation in planning tools, introduced new frameworks grounded in behavioural science, and helped deliver significant efficiencies while maintaining effectiveness. Since returning from maternity leave, she has stepped into the role of Head of Planning at MG OMD, where she continues to push the boundaries of what modern media planning can deliver.

Flora Williams is a recognised voice on the future of planning, AI, Audio, AV, and the evolving media landscape. She regularly speaks about how agencies can regain control in an algorithm-driven world and shift from campaign-based thinking to continuous decisioning—building more agile, intelligent and effective media systems. She is open to contributing to thought leadership, panels and industry discussions across topics including AI in planning, AV, Audio, retail media, and next-generation planning models.