Innovation Consultancy

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We are experienced Communication, Innovation and L&D Experts, with a track record of delivering creative solutions for brand owners that drive business performance. The Filter Group was created to help companies innovate, supporting this aim with a range of effective training and creative solutions.

Current Client list includes : The Financial Times, Haymarket Media Group, Future Publishing, IPC Magazines, the PPA, Macmillan Publishing and Dennis Publishing.

  • Ten Stories We Have Enjoyed This Week buildthenewsocrates

    22nd April 2017

    Wikipedia’s great experiment – finding a definition of ‘happiness’ we can all agree on. ‘Wikipedia’s current definition is the result of nearly 6,000 edits by over 3,000 users (including some bots) to the page. In this way, Wikipedia understands something that most philosophers after Socrates didn’t—definitions are not static, and cannot be perfected and finalised. They must be constantly challenged, updated, reverted, and discussed. Wikipedia is like a Socratic dialogue on a massive scale.

    People who predict the death of brands, don’t understand why they exist. ‘Some marketers are, deep down, serial killers. It wasn’t enough to call the death of TV. Then it wasn’t enough to call the death of advertising. No, harbingers are now chanting the death of brands themselves.The usual suspects normally include four trends: e-commerce, consumer reviews, the decline of mass advertising, and Artificial Intelligence. Seeing no future for mass brands ignores the arithmetics of what makes them mass brands in the first place: it’s not because people love them beyond reason, but simply because a lot of people use them.

    To celebrate Earth Day, Google Earth has received a major update. The latest version, puts a big focus on guided tours via the “Voyager” section, which serves as a jumping off point for YouTube videos, 360° content, Street View, and Google Earth landmarks. The tours are led by scientists and documentarians, with some content produced by well-known groups like the BBC’s Planet Earth team.

    Snapchat ups the AR ante with ‘New World Lenses’. The move to add augmented reality lenses is one that sees the company build on its camera abilities. ‘In the way that the flashing cursor became the starting point for most products on desktop computers, we believe that the camera screen will be the starting point for most products on smartphones’.

    My piece on the Econsultancy blog this week. Why brands need to bother about voice(bots). 

    Perhaps not as sexy, but this piece argues that the future of content is ‘marketplaces’ and not AI. ‘Content generation is increasingly being undertaken using management platforms and dispersed teams of freelancers, rather than traditional fixed role, in-house teams.’

    Martin Wiegel on why ‘strategy’ does not exist and why everything is strategic. ‘For if the mark of a strategy is a set of coherent actions driven by intent, it must follow that everything is strategic. Every moment represents a choice as to what to do in the world, and how to do it. And at no point in the process does the engine shift gear from theory to action. Or from abstract thinking to concrete doing.

    This is a great idea, teams up with Spotify to soundtrack travel adventures. It includes collaborations with six international artists to create podcasts offering insight into a given city, starting with house star Jax Jones on London. In total there will be interactive maps of ten cities – beginning with London, New York and Berlin – overlaid with musical information about particular neighbourhoods, and playlists across six genres.

    This split screen music video, a collaboration between Pharrell and Cat Power, is a great deal better than your average offering. Definitely worth a watch.

    This video is from a while back but is just as relevant (and funny) now. An elevator’s voice recognition system, made in America, struggles to understand the Scottish accent.

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Latest Blog Posts

  • Why brands should be bothered about (voice)bots overlay

    19th April 2017

    Let me start off with a disclaimer.
    I am not a voice technology expert, conversational designer or even adept in the area of Alexa skills. This piece is written from a marketing perspective and will I hope, have relevance for marketeers wanting to know more about opportunities in this area.

    Continue reading →

  • Stories from SXSW 2017: ad blocking, content distribution, and Joe Biden biden

    24th March 2017

    Although there will be plenty of summaries coming out of SxSW Interactive 2017, many of these will address broad trends and themes, without digging into the detail of specific sessions.

    Because of this, I thought it would be interesting to provide a summary of some of the interesting debates I attended last week.

    These looked at the areas of ad blockinginfluencer marketing, social video, content distribution, and the thoughts of Joe Biden, former Vice-President of the USA.

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  • The Future (and eternal truth) of Marketing : ‘Trust’ social-network-426454_1920

    9th March 2017

    Article published on the Brand Learning blog – here


    This is not one of those ‘crystal ball gazing’ kind of articles. Nor is it a compendium of mid or long term predictions. This piece is based on the universal ‘customer centric’ truth that consumers have, do, and will always ‘believe’ in brands that they feel able to rely on.

    This article provides a perspective on the importance of trust in the world of marketing and the world in general. Why it is now, more important than it has ever been.

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    14th February 2017

    Coming back from a long weekend in the car last night I listened to a BBC Radio 4 programme called “Is talent a thing?” which discussed the concept of talent being so ill defined that it may be useless. It featured interviews by several psychologists and progressive HR leaders who were sharing their perspectives on what makes people successful at work.

    Continue reading →