Chris Foster

Co-founder

Chris Foster is a co-founder of The Next Practice, advising global leaders at the intersection of creativity, data, AI, and commercial performance.

LinkedIn Website

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.

Articles by Chris Foster

Being Seen by AI Is Not the Same as Being Chosen

Being Seen by AI Is Not the Same as Being Chosen

September 23, 2026

Findings from our audit of over 60 businesses and how they are cited and selected across leading AI platforms.

From Market Chaos to Marketing Opportunities: Five Ways to Drive Growth in Volatility

From Market Chaos to Marketing Opportunities: Five Ways to Drive Growth in Volatility

Marketing isn’t broken. It’s just built for yesterday. In a time of tariff shocks, policy swings, and consumer whiplash, too many brands are still using marketing playbooks that weren’t designed for volatility. The question isn’t whether disruption will hit—it's whether your marketing engine is built to grow through it.

Part 2: Centaur Marketing – Reinventing Creativity for a Human + AI future

Part 2: Centaur Marketing – Reinventing Creativity for a Human + AI future

The future of marketing isn’t man vs. machine—it’s man with machine. In Part 2 of my series, I explore how marketers can thrive by pairing human insight with AI execution. This is where strategy, creativity, and technology converge to create real value. It’s time to move from automation to augmentation. From output to impact.

Part 1: Centaur Work – Muse, Machine and the Future of Creativity

Part 1: Centaur Work – Muse, Machine and the Future of Creativity

Centaur work is the future of creativity - what I learned at Wharton Its no secret that marketers are under pressure everyday to do more with less. That won't happen with traditional org charts or bolt-on AI tools. What’s needed now is a new model for how teams think, create, and deliver: Centaur Work — human instinct + machine intelligence. This is how top brands will win the next era of marketing.

What's Next in Marketing: Brand Generosity-The New Catalyst for Sustainability

January 13, 2025

Chris Foster, CEO of The Next Practice, introduces how Brand Generosity is reshaping the way businesses approach sustainability and growth by shifting their focus from what they can sell to what they can contribute.

Unlocking the Power of GenAI and Zero-party Data for our Cookieless Future

Unlocking the Power of GenAI and Zero-party Data for our Cookieless Future

October 13, 2023

In the absence of third-party cookies, the synergy between ZPD and GenAI presents a formidable solution. Brands can harness this duo to foster personalized, trust-centric, and compliant consumer engagements.

10 Trends Shaping Marketing

10 Trends Shaping Marketing

September 27, 2023

Marketing never remains static; it evolves with the world. From the impact of global ad revenue trends to the merging of physical and digital experiences, here’s a look at ten macro trends shaping the global marketing landscape:

Creative Intelligence: When GenAI Meets Human Intuition

Creative Intelligence: When GenAI Meets Human Intuition

August 18, 2023

The rapid development of GenAI has expanded the horizon of possibilities. As businesses scramble to incorporate GenAI into their core strategies, there's an emergent need to synergize machine learning with human ingenuity.

Creating Your Sustainability Handprint

Creating Your Sustainability Handprint

November 14, 2022

We believe companies have the power to do good and do well and are the new driving force to help individuals, society, and the planet thrive in perpetuity.

How Businesses Can Fast-Track Innovation to Help During a Crisis

How Businesses Can Fast-Track Innovation to Help During a Crisis

October 3, 2022

“Unrealistic” timelines can actually work. Here’s how the Next Practice tackles fast-tracking innovation.

Leveraging the Power of Purpose with Matchfire

Leveraging the Power of Purpose with Matchfire

September 27, 2022

The Next Practice has partnered with purpose-driven brand design and digital marketing agency, Matchfire, to launch a full-service brand purpose offering that helps corporate, nonprofit and startup clients inspire change through data analytics, consulting, marketing, digital, communications, gaming and media.

Next Content Labs Launches Under Chris Martin

Next Content Labs Launches Under Chris Martin

September 21, 2022

The Next Practice launched Next Content Labs to develop strategic, short-form content solutions and quick-turn videos for businesses, non-profits, healthcare systems and individuals to help clients across Next Practices Group stand out from the pack. Emmy award-winning producer, Chris Martin, will provide expert direction as Next Content Labs’ Founder and President.