Wendy Wildfeuer — Co-Founder, Motom
Published:
What’s super important is to minimize the over-reliance for brands and retailers on third-party platforms because they don’t get the first-party data. They don’t have a direct relationship with the creator… the brands and retailers lose control, and the power dynamic has completely shifted.
What does Wendy Wildfeuer say on The Agile Brand with Greg Kihlström?
Wendy Wildfeuer, Co-Founder, Motom, says: This interview with Wendy Wildfeuer, Co-Founder of Motom, explores the shift from influencer marketing to creator commerce, arguing that the traditional marketing funnel has compressed and requires new operational models. Wildfeuer outlines the need for brand-owned ecosystems to capture first-party data, engineer frictionless paths from inspiration to purchase, and treat creators as partners with tools and support rather than transactional media units. The conversation emphasizes measurable commerce outcomes and organizational change.
From: The Agile Brand with Greg Kihlström
Cite as: Wendy Wildfeuer. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/wendy-wildfeuer-whats-super-important-is-to-minimize-the-over-reliance-for