Managing partner at The Future laboratory Europe




Elastic Brands – Forget advertising campaigns and branded content. All eyes are on the inner workings of your business – and how seamlessly it can adapt.

About Kristel

The Future laboratory Europe
Managing partner

Kristel has been a future-first strategic director for more than 20 years, embracing changing customer and societal behaviors as a driver for strategic choices and business strategies. Her rich career in mostly advertising agencies locally and globally has given her a unique perspective on building futureproof brands, marketing strategies and innovations. She’s a genuine game changer driven by a profound drive for betterment. To use her words: ‘we help build future-proof and future-kind strategies’.

After being Global Brand Director for Unilever at Lowe Worldwide, Managing Partner and Head of Strategy of Ogilvy, Boondoggle and Spectra Kristel became Chief Innovation and Intelligence of &Koo and the Cronos Group. She recently launched the European business of The Future Laboratory, one of the world’s most renowned futures consultancies. With a unique blend of trend forecasting, consumer insight, brand strategy and innovation, she helps inspire and future-proof organisations.

In her Better Future Report 2021 – soon to be launched- she researched together with Prof. G. Verleye of the UGent what Belgian consumers expect from brands today and tomorrow. For this she developed a specific Betterment Purpose model for future-first brands. Next to being a trend forecaster, she’s a passionate keynote speaker on trends and future insights from the metaverse to Generation Alpha. Nothing escapes her eye.

Kristel is confident she dares to know what the future holds. Do you?