From the displacement of current tech behaviours to the extreme evolution of influencers, futurist Tracey Follows maps out some of the changes we could see in the new decade and how they might impact media.
Tracey Follows
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.
In early 2018 Tracey was also appointed the Head of Strategy at WIRED Consulting
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Our increasingly networked world is set to surprise in profound new ways, argues the futurist Tracey Follows.
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The Netflix documentary offers no real evidence that either the Trump campaign in the US or the EU Referendum campaign in the UK was influenced by the micro-targeting of advertising messages, writes Tracey Follows.
Away from the incomprehensible chatter of the panel discussions, Jury President Tracey Follows witnessed brands moving conceptual ideas into genuinely purposeful activity for people in the real world.
As the pace of technological innovation accelerates, futurist Tracey Follows explores some of the most profound shifts set to impact the media sector.
Hollywood actors and tech billionaires getting together to make content that will inform and educate sounds like terrible entertainment, writes Tracey Follows.
Those despairing of the ‘snowflake’ army recruitment ads must realise that the future of warfare is going to be vastly different from the past, writes Tracey Follows.
Tracey Follows explains how brands should begin preparing for an increasingly decentralised, virtual and identity focused world.