Tracey Follows

Tracey is the Chief Strategy & Innovation Officer at The Future Laboratory.

She specialises in Foresight and Futures consultancy guiding brands and businesses towards their best possible futures, helping them with decisions today that will lead to growth tomorrow.

Tracey worked in advertising for over 20 years, both in agencies and as a client. Her work in telecoms, technology, retail and media has helped to shape the future strategies of brands such as T-Mobile, BT, O2, easyJet and John Lewis. While Chief Strategy Officer at JWT, she established planning foresight as a new discipline across the agency client base.

Tracey left advertising to retrain as a professional Futurist at the University of Houston and set up her own successful futures consultancy, before moving to The Future Laboratory as CSO. She is Marketing magazine’s resident futures columnist and writes and speaks extensively on the need for long-term strategies for business. She is a member of the Association of Professional Futurists and the World Future Society.
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