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Tracey Follows

Founder, Futuremade

Tracey is a highly respected strategist and marketer, with over 20 years’ experience working 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, Tracey established planning foresight as a new discipline.

Before joining JWT she was executive planning director at VCCP, planning director at Lowe, head of consumer marketing at BT, and international advertising manager at T-Mobile.

She left advertising to retrain as a futurist at the University of Houston and set up her own futures consultancy, working with clients such as Google, Telefonica, Unmade and several major advertising agencies.

She is Marketing magazine’s resident futures columnist,and she 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. She was also chair of the Account Planning Group in 2014 and 2015, and is the co-author of 98% Pure Potato, a book about the origins of advertising account planning.

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