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

    14th October 2017

    Keeping America Compatible with Facebook. ‘What is less speculative and more likely though, is that CZI and Zuckerberg himself are deployed by existing political actors as the last best example of …what today’s Democratic Party wants to be seen as: stewards of a rational, meritocratic society capable of administrating grand projects for large populations….If that happens he would be someone that, as Jane Jacobs wrote in Fortune Magazine, “loves the public but hates the people.”

    From Adweek….’It’s not difficult to see where these trends lead. When content can be created instantly, targeted and distributed instantly, and then tweaked and optimised instantly, marketing becomes a whole new ballgame. Inference, inspiration and intuition are—for better or worse—on their way out, replaced by an accelerating loop of test-and-optimise.

    ‘Alongside this need for a new framework, there are new requirements for marketing competencies and capabilities around domains of expertise like data and analytics, customer experience, content, multichannel, and personalisation, which are neither properly understood nor being met. This is acknowledged in the marketing industry but not reflected in any definitive model.’ From Ashley Friedlein and Econsultancy – This is M3 : The Modern Marketing Model.

    From emarketer, nearly half of US teens now say they prefer Snapchat over other social media sites, including Instagram, Twitter and Facebook.

    My piece on the Econsultancy blog this week. The myth of storytelling in marketing and why brands should encourage ‘story sharing’. 

    A compelling ‘info-gif’ from the FT – the changing shape of childhood obesity 1975-2016. As economies have developed, childhood obesity has increased tenfold in 40 years.

    Amazon is looking to corner a significant chunk of the video advertising market. eMarketer estimates that US digital ad revenues for the company are expected to reach $1.65 billion by the end of this year. At that level, it would make up 2.0% of total US digital ad spending.However, Amazon will have to tread carefully to avoid upsetting its users, who are accustomed to an ad-free video experience.

    ‘According to Google and Bing, one in four searches is conducted by talking, not typing, a figure comScore predicts will reach 50 percent by 2020. That same year Echo alone will account for $7 billion in voice transactions—or vcommerce.’ This is how Amazon, Google and Apple Are Giving Brands a Way Into the Conversation.

    Smashing communication idea from the world of travel and tourism. Somewhat along the lines of the Swedish Number concept, this Faroe Islands campaign translates phrases into Faroese, rather charmingly articulated by some of the island’s residents.

    A great idea and a rather wonderful ad. The Tile app, helps users find items attached to a Tile dongle within a range of about 200 feet. From the ad creators – ‘When we lose something and then find it, it’s an indescribably good feeling. But how could we tell that story so that the lost thing is compelling to everyone? That was the challenge. So, we realised that by transforming something into someone, we could end up with a beautiful love story.

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Latest Blog Posts

  • Why digital out-of-home advertising is not really digital (yet)

    18th October 2017

    Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.

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  • The myth of storytelling in marketing and why brands should encourage ‘story sharing’.

    15th October 2017

    The word ‘story’ is so compelling (and so heavily employed) in marketing, because it evokes emotional reactions rooted in our childhood. Many of the stories told us by our parents were in turn heard from their parents before that and so on.

    It is this transferred passion and heritage that makes the word, and associations we have with it, so powerful.

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  • A Worldwide Wander in Borough Market

    8th September 2017

    Despite the rather damp weather on this Friday morning, we still had nine intrepid and inquisitive wanderers gather together, at one of the entrances to Borough Market, London. Amongst the nine, I was very pleased to be accompanied by two of my sons – Rory and Luke, who were a great help assisting and taking pictures.

    This is the third time I have run a Street Wisdom walk in Borough Market, one of my very favourite places. The terrorist attacks of a few months ago were terrible and tragic, but in the aftermath, it is heart-warming to see the market so busy and buzzing.

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