Bringing foresight into the everyday life of an ad agency

The world is changing fast – faster than it has in a long time. Noticing that the world has changed isn’t enough, because by then, you’re already behind. That’s why it’s essential to identify the most relevant drivers of change for your brand, business or industry from the information overload and turn them into something that supports decision-making.

My solution? The Phenomena Team
In the autumn of 2023 a four-person team was launched inside the agency to keep track of emerging trends in marketing and culture. But I took it further: I developed the team into a structured, insight-driven group capable of identifying weak signals, analysing them, and offering perspectives on changes in consumer behaviour.

Under my thought leadership the team evolved into a function that provided deep cultural and societal foresight for businesses.

How I made it happen:

✅ I developed workflows that turned scattered observations into structured, systematic analysis.
✅ I defined core focus areas and themes to align the team’s work with client business – making insights easier to apply.
✅ I took on a thought leadership role and brought futures thinking into daily operations.

The team tracked both global and local developments, offering insights that were tailored to client needs – for example, in annual planning and content strategy.

Identifying weak signals and cultural phenomena can be a systematic process. Futures thinking can support business goals – and you don’t need previous experience in foresight to start. What you do need is genuine curiosity.