The Filter Group, which has offices in Singapore, Hong Kong and Bangkok,
provides insights into connecting with consumers as "members of tribes
rather than as a mass demographic". Its client roster includes
Coca-Cola, Levi's, Foster's, and Nokia.
Doug Flynn, chief executive of Aegis, said the acquisition would extend
the group's capability into the specialised area of youth marketing.
"It's a skill set that is much in demand by marketers who want to
understand how to connect with the new generation of urban consumers,"
said Flynn.
According to Ian Stewart, co-founder of Filter, the acquisition would allow the research company to expand its operations regionally.
He added that Filter will be opening offices in Malaysia and China shortly.
"We started as a company out of Bangkok about two years ago. At the moment, we offer consulting and research services, and are very focused on the youth market of 18 to 35-year-olds. But what we have increasingly found is that we are receiving more regional briefs, not local ones, and as such are being pushed by our clients into other markets,
said Stewart.
