Murray Streets, previously Managing Director at Dentsu Creative ANZ, has recently unveiled the launch of his own venture, Filament.
Drawing on his 25 years of professional experience in the business, Filament aims to help businesses make “human connections as powerfully as they can,” Streets says.
With a strategy background, running his own business was something that always appealed to him he says and now felt like the right time for a new challenge.
“[Starting a business] had always been there in the back of my mind as something I wanted to do and after some reflection and given some of the challenges facing Dentsu it was a good time to make a move,” he says.
“I’m a big believer in long term thinking, so this gives me the opportunity to put that into practise.”
Streets’ says the work that Filament does will be grounded in science and evidence along with “marketing science when it comes to human connection between brands and consumers, the power of behaviour change and neuroscience when it comes to engaging audiences, and also leadership and team performance.”
The name Filament comes from the Latin noun filamentum meaning a thread that’s spun.
“For me in business, the way we connect with each other typically opens up competitive advantages but it’s something that is often overlooked in the busy-ness and the quest to deliver, rather than thinking about how people are connecting to get a good outcome.”
Murray says there is opportunity for him, with his strategic background and leadership experience, to offer this.
“I really want to continue to contribute to evidence-based marketing and encourage clients and agencies to get focused on understanding the human brain and behavioural science to think about their marketing and communication efforts,” he adds.
“Beyond that I want to create non-generic thought leadership that inspires people to think differently about what they do with their models. When it comes to leadership and team I want to build that leadership capacity and collaboration of the New Zealand industry and beyond.”
He adds that as we head towards a recessionary environment Filament will operate as a “scalpel rather than a sledge hammer”.
“I can be taken on for specific challenges or opportunities and I can deliver that at a cost that reflects the value that I deliver but is also competitive. I’ll offer people more flexibility to tap into expertise that is usually bound up in larger organisations, which makes them quite costly. No project is too small for me.
“People have been really supportive and encouraging me to take this step and I have been touched by the amount of support that is out there for people going out and starting something on their own. I just want to say thank you to my networks in the business community.”
For more information visit: www.wearefilament.co.nz.
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