Who we are
We are TheNextPractice
TheNextPractice believes ideas that move people are ideas that are giving. Brand Generosity is our philosophy — where giving value first creates meaningful connection and drives growth. We combine agile open architecture, personalized AI integration, and world-class execution to build scalable creative solutions that help brands lead with value.
What we do
We create value-driven experiences that connect brands with the people who matter most. Our integrated teams work across four key practices:
Integrated Digital & Commerce
We build seamless digital experiences that foster meaningful customer relationships and measurable results for both consumers and B2B audiences.
Healthcare Marketing
We design connected brand and growth strategies that span clinical recruitment to commercialization, creating impact with healthcare professionals and patients.
Employee Marketing
We craft compelling employer brands and personalized employee experiences that help companies attract, engage, and retain top talent.
Sustainability Marketing
Guided by the United Nations Sustainable Development Goals, we close the gap between sustainability awareness and action through creative ideas that lead to real-world change.
Our Capabilities
We integrate Branding, Creative, Analytics, and Media with a relentless focus on client-centricity—ensuring every solution is insight-led, outcome-driven, and built around your goals.
Branding
Brand Positioning • Brand Purpose • Organizing Idea • Visual Identities
Creative
Content • Digital Design • DTC & CRM Activation • Loyalty
Analytics
Research • Audience Insights • Data Governance • Dashboards • Performance
Media
AI-Led Planning • Execution • Measurement & Reporting
Our founders
The Next Practice was built by leaders who connect ideas to outcomes, combining brand, data, creativity, and AI to help organizations grow.
Colin Foster
I have spent my career on the side of marketing where ideas meet outcomes.
As a co-founder of The Next Practice, I lead an agency built to close that gap: integrating brand, data, and AI to help organizations grow, and applying the same discipline to a very different kind of outcome through Accru iQ, our clinical trial recruitment practice.
My belief is simple. The best marketing does not just move people, it moves the metric that matters, whether that is a purchase, a conversion, or a patient finding the right trial.
I have spent 25 years building that discipline from the ground up. At Real Chemistry, I built the firm's first Social Media and Influencer practice to nearly $20 million in year one, and co-founded Twist Marketing, scaling it from $10 million to $45 million. At Novartis in Basel, I built the case for a regulated global pharmaceutical company to adopt social media, moving it to industry leadership in 18 months.
At Accru iQ, that same discipline helped enroll a clinical trial published in the New England Journal of Medicine and named a Clinical Research Forum Top 10 study.
I have lived and worked across four countries and three continents, and I build in English, French, and Spanish.
Chris Foster
I have spent my career helping organizations navigate moments like this. As former Worldwide COO of Saatchi & Saatchi and now a co-founder of The Next Practice, I have led businesses and advised global brands through cycles of disruption, growth, and reinvention. Across roles at Publicis Groupe, Saatchi & Saatchi, Y&R, and Fallon, I have worked at the intersection of creativity, data, and commercial performance where real competitive advantage is built.
At The Next Practice, we have built a model designed for this new reality, integrating strategy, creativity, data, and AI to help organizations move faster, make better decisions, and unlock growth.
My perspective is grounded in a simple belief. The ideas that move people are the ideas that are giving. We call this Brand Generosity. In a world of infinite choice and declining attention, it is not just a philosophy, it is a growth strategy.
I am a frequent contributor to global business conversations, with perspectives featured in Newsweek, CBS News, and The Straits Times, and appearances on platforms such as Bloomberg and CNBC. I speak and write regularly on the future of marketing, AI, and growth.
Today, I work with CEOs, boards, and senior leaders who recognize that this moment requires more than incremental change. It requires rethinking how growth is created. Now.