Ex-Gut MD Launches Voice: A Business Therapy Lab For Brands, CMOs and Founders

Sep. 11, 2025

Today marks the launch of VOICE - a fresh take on consultancy. Founded by seasoned advertising leader Natalia Forster, the transformative business therapy lab blends strategic business development with deep human insight to help individuals, brands, and organizations uncover their authentic voice by reconnecting with their essence—and using it to build thriving businesses, products, and brands.

Prior to founding VOICE, Forster was the Managing Director at creative agency GUT’s Amsterdam office - an office she helped build from the ground up, significantly growing its European profile and guiding it to 20% growth in its second year. 

Recognized for her sharp business acumen and fearless approach to guiding creative excellence, Forster has built an international career at leading agencies such as McCann, Ogilvy, StrawberryFrog, 180 Amsterdam and Wieden+Kennedy. At Amsterdam’s TBWA\Neboko she spent nine years as business leader on the adidas account, driving substantial growth while overseeing award-winning, globally recognized work.

A Fresh Take on Consultancy

VOICE was born from a fundamental human truth: There are zero chances of two people having the same voice.

At the core of VOICE lies the VEMM (VOICE Essence Map Method), a proprietary framework that invites participants—whether individuals, founders, or brands—on a journey of self-discovery. Much like personal introspection, this process helps reveal unique narratives and values, reconnecting with the one thing that cannot be copied: the essence

Forster’s distinctive methodology has already helped major brands, CMOs, and founders unlock their potential. Her vision is rooted in the art of deep listening as a tool to rise above what she calls the "sea of sameness" in today’s landscape, attacking the root of the most profound challenge: Disconnection. 

Why VOICE Matters Now

Natalia Forster, founder of VOICE said:

“In a world drowning in repetition versus craft, your essence is your most powerful differentiator. VOICE is about reconnecting to that - and using it as a catalyst to drive/build thriving business. VOICE’s business therapy approach merges strategic clarity with emotional insight. It helps clients not just survive, but thrive - by standing for something real, resonant, and impossible to replicate.”  

 

Founder of OURHOUSE said:

"When I first approached Natalia to discuss what would become OURHouse, I was in a vulnerable place and unsure of the path ahead. From the very beginning, she challenged me to confront my insecurities, clarify my ambitions, and articulate a true vision for the company. Natalia has a rare ability to be both direct and compassionate—she is unafraid to ask the tough questions, yet she does so with empathy, kindness, and even a sense of fun. Throughout this process, she helped me see myself more clearly, and more importantly, gave me the confidence to own that vision publicly. Her extensive experience in award-winning global brand strategy, advertising, and marketing—spanning both agency and client perspectives—combined with her high energy, impeccable taste, and uncompromising professional standards, provided the foundation we needed to craft a powerful vision and authentic voice for OURHouse. It has been an incredible journey so far, and I am truly excited to continue building and strengthening OURVoice with Natalia’s guidance."

 

Erika Wykes- Sneyd, Former adidas ORIGINALS VP, early adopter of VOICE, commented:

"VOICE gets to the intuition, to the deepest human truths and unearths something so personal, so deep and so honest it must be talked about, because it’s YOU. Now I know myself more, I understand how to communicate my values and I also understand how to offer my skills in ways that resonate most with audiences."