Alex Cook and Nick Sutton, known by most in the industry for their previous roles at Lightfoot Marketing, have co-founded a new retail marketing and design agency, specialising in ‘strategy-led creative solutions’ for the global travel retail industry.

 

 

The Singapore-based company will provide a range of services worldwide, spanning PR and communications, graphic and digital design, retail design and retail consultancy.

 

 

Cook assumes the role of Managing Director with Sutton serving as Content Director. Jayan Lad completes the ‘Leadership Team’ as Design Director. The company has also announced the appointment of experienced and respected travel retail media executive Melody Ng, as Account Manager.

 

“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 FILTR Co-Founder and Managing Director Alex 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|: 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).

 

 

Cook and Sutton say that they came up with the name for the agency In a boutique coffee shop in Singapore’s Arab Quarter. “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,” explains Nick 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.

 

 

Alex Cook adds: “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.” And there lies the quirky, coffee-fuelled origins of the company name.