Tracey Follows

Tracey is a professional futurist and works with clients on strategic foresight, or long term strategies for future growth. Her clients have included Telefonica, Diageo, Google, Farfetch, Conde Nast and Virgin. Her most recent work includes the future of work, AI and ethics, gender and education.

Tracey worked in marketing and innovation for over 20 years with leading technology, telco, service and retail brands, agency side (McCann, Lowe, VCCP, JWT) and client side (BT, T Mobile) also serving as Chair of the APG (Account Planning Group) UK from 2013-2015. She left advertising to retrain in Strategic Foresight at The University of Houston and later set up her own futures consultancy.

She regularly writes and speaks on Futures in the marketing press and in national media. She has spoken at UN HQ on the future of gender equality, and has delivered a TedX talk for Whitehall Women at The Foreign Office.

In 2016 she was the recipient of the Women in Marketing Special Award for Outstanding Contribution to Marketing. In 2017 Ad Age named her a Woman to Watch (Europe) and BIMA awarded her as an Agent of Change. She is a member of the Association of Professional Futurists, the World Futures Studies Federation and a Fellow of the RSA. She also sitson the Advertising Standards Authority Council in the UK.