Filter eyes youth marketers

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