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“It’s becoming increasingly important for companies to differentiate themselves through tailored strategies, strong brand identity and powerful messaging“ |
Alex Cook Co-Founder & Managing Director FILTR |
SINGAPORE. Experienced travel retail marketeers Alex Cook and Nick Sutton, formerly senior executives with Lightfoot Marketing, have joined forces to create FILTR, a new integrated retail marketing and design agency.
The Singaporean company, launched earlier this month, specialises in “strategy-led creative solutions” for the global travel retail industry. It is offering a range of services worldwide, spanning public relations & communications, graphic and digital design, retail design and retail consultancy.
Cook assumes the role of Managing Director with Sutton serving as Content Director. The FILTR leadership team is completed by Jayan Lad as Design Director. They are supported by a team of graphic, digital and retail designers and back-office functions.
FILTR also announces the appointment of experienced and highly respected travel retail media executive Melody Ng as Account Manager. Ms Ng spent seven years at The Moodie Report as Asia Bureau Chief and latterly Brands Editor [becoming one of the company’s key reporters and editors -Ed]
“There’s an awful lot of noise out there in a crowded and highly-competitive marketplace: we help clients filter out what’s important and impactful from what’s dull and generic,” said Cook.
“It’s becoming increasingly important for companies to differentiate themselves through tailored strategies, strong brand identity and powerful messaging. As travel retail specialists with a broad range of capabilities, we are committed to bringing genuine value-add to the table and making a tangible difference in this industry.
“Whether it be with airport authorities or airlines, retailers or caterers, brands or industry associations, we want to work on the most exciting projects worldwide with the most forward-thinking organisations and the most dynamic people.”
FILTR’s client roster already includes some of travel retail’s leading companies, including Mondelēz International, Luxottica Global Channels, Puig, Rémy Cointreau, Desigual, Edrington, Sunglass Hut, China International Duty Free (CIDF) and the Asia Pacific Travel Retail Association (APTRA).
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Alex Cook and Nick Sutton: “We help clients filter out what’s important and impactful from what’s dull and generic” | |
FILTR tip: What’s in a name? In a boutique coffee shop in Singapore’s Arab Quarter, Cook and Sutton sat down to discuss what to call their new company. “We wanted the name to focus on the essence of what we do – something distinctive with a creative edge, but not completely disassociated and random,” said Sutton. “After aligning on those principles, there was a slightly awkward silence, both of us looking around at inanimate objects displayed in the trendy café interior, receptive to any immediate inspiration from our surroundings. “Jokingly, Alex turned to me and said “˜How about we pick something off the menu?’ which featured a cluster of exotically named coffees and teas. Alex closed his eyes stabbed at the page with his index finger and the word he landed on was FILTER.” Cook added: “As design and communication is as much about simplifying as elaborating, we decided to remove the “˜E’ from filter and in the process we brought together the “˜T’ and the “˜R’. Of course, TR is the common abbreviation of travel retail – an industry that would be the cornerstone of our new business.” Therein lies the quirky, coffee-fuelled origins of the company name. |
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Melody Ng, pictured with Jayan Lad, spent seven years with The Moodie Report, becoming one of its pre-eminent reporters and editors | |
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FILTR leadership team: Jayan Lad, Alex Cook and Nick Sutton |
