SINGAPORE: The Filter Group - a research-driven youth marketing
consultancy - will launch its operations at the end of this month,
targeting companies that want to reach young opinion leaders for "tribal
marketing" pitches.
The group has a team of 12 and offices in Singapore, Bangkok and Hong
Kong.
Filter has also partnered with Asia Market Intelligence to conduct
ongoing research into youth culture, called "Digital Tribes". Filter's
Singapore office partner, James Chadwick, said: "We believe there's been
a dramatic social revolution in Asia over the last 10 years in which
youth and young adults have formed into identifiable tribes according to
their special interests such as music, fashion and technology."
Marketing to younger people, he added, "is about turning young opinion
leaders into strong advocates for your brand so they influence others in
their 'tribe' to buy your product. Filter said it can also assist
marketers to integrate their brands into youth culture via the "tribes"
approach.
The company comprises partners in three markets. Chadwick, previously
vice-president corporate communications for AsiaCon- tent.com, is based
in Singapore along with Stuart Watson, who previously had a youth
marketing consultancy called Intransit; and Andrew Ing, previously
marketing manager for Zouk night-club.
The Hong Kong line-up includes Simon Dewhurst, previously chief
financial officer for Channel V, and Paul Wong, who previously had a
marketing consultancy called Hype. Ian Stewart, in Bangkok, heads the
group and previously had an interactive agency called Filter
Interactive. He is also a former marketing manager for Coca- Cola and
MTV Asia.
