Filter eyes youth marketers

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.

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