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About Us

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FILTR is a new agency, based in Singapore, working with major brands all over the world.Whether they’re market-leaders or challengers, our clients are all pioneers who value our ability to help them innovate, communicate and grow through integrated marketing and design.

We’d like to think we share a lot in common with our clients – we’re ambitious, challenging and not afraid to take a risk or try something new. It’s an important part of our culture that helps us differentiate our clients. Another differentiator is the way we link, cross-fertilise and integrate our range of services and tailor solutions to our clients needs. Check out our four core areas.

Alex Cook
Alex Cook
Co-Founder &
Managing Director

Alex Cook is Managing Director of FILTR, and has been actively involved in travel retail for over a decade, providing B2B and B2C strategy, marketing communications and design solutions to many of the industry’s leading organisations.

Alex is a keen rugby player – recently capped by the Singapore national team, a die-hard (but perpetually disappointed) Wolverhampton Wanderers FC supporter and a whisky lover. Alex has sported a variety of striking beard styles over recent years – from simple ‘tache to Mutton Chops and Goatee - but remains a clear second in the Filtr facial hair stakes to Design Director Jay Lad.

Nick Sotton
Nick Sutton
Co-Founder &
Content Director

Nick Sutton is FILTR’s Content Director. He’s worked in marketing for over a decade, initially advising some of the world’s largest and fastest-growing technology and telecoms companies on communications and investor relations, before moving into the world of travel retail.

Nick is a keen rugby player (Nick and MD Alex Cook are former teammates), Everton supporter, wine lover and American sports fanatic, and also runs a blog on all matters booze-related. A distant third in the office facial hair stakes, Nick does occasionally sport a moustache which - depending on who you ask - makes him look like either George Clooney or Ned Flanders from the Simpsons.

Jayan Lad
Jay Lad
Design Director

Jayan (Jay) Lad is FILTR’s Design Director. He has worked on retail design projects with some of the world’s biggest consumer brands, including HP, Nike, Adidas, River Island and Speedo. He is passionate about creating engaging and impactful retail spaces and experiences that not only look great but are also highly productive.

Jay is hugely interested in the world of design and architecture, a Liverpool supporter and a loyal drinker of a certain Irish whiskey brand that we couldn’t possibly name since it’s not one of our clients’ brands. Jay has by far the best beard in FILTR, possibly in Singapore and maybe even in Asia.

Lucy
LUCY HILLYARD
Public Relations Director

Lucy is FILTR’s Public Relations Director. She has worked in public relations, events and operations for the past six years, starting out at a boutique travel PR agency in Sydney, working on such clients as Silversea Cruises, helloworld and SureSave, before relocating to Canberra to work for Brumbies Rugby in Events and Operations.

After working at the Brumbies for three years, it’s no surprise to learn that Lucy is an avid rugby supporter. She has been known to fly across the world, with less than 24 hours’ notice, to see her beloved Wallabies in the RWC final (and no, she doesn’t want to talk about the result). Like most Aussies, Lucy is also a keen traveller, good book reader, wine lover and Vegemite eater.

Maxime Portail
MAXIME PORTAIL
CLIENT SERVICES DIRECTOR

Maxime is FILTR’s Client Services Director. Maxime is a highly experienced retail design professional with a strong background in all forms of visual communications and has previously managed design and branding projects for a variety of global brands including Coty, Diago, Edrington, L’Oreal and Pernod Ricard. He is passionate about understanding the DNA of brands and client objectives, and then working in partnership to bring these concepts to life.

Hailing from France, Maxime lives up to the stereotype with a penchant for good wine and cheese. Throw some rugby into the mix and you’ve got one very happy chap… even if France’s wins are few and far between. A man of many talents, he’s a keen DIY-er and FILTR’s resident Mr-Fix-It.

What people say?

FILTR is a unique agency and the team has been great partners of Remy Cointreau for many years. We really value their client service culture, strategic knowledge, passion and creative output as a total agency.

Peter Sant, Managing Director, Remy Cointreau GTR

What people say?

We consider FILTR as a part of the Mondelez WTR family. They help inspire us with ideas, and have the skills, creativity and commitment to see those ideas delivered to maximum impact for our company and delicious brands.

Jenny Landin, Category & Sales Development Manager, Mondelez World Travel Retail