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Filter's founder, Emily McDaid:


"I've spent 20+ years in technology communications, helping businesses hone their messages.


Nothing inspires me more than technological advancements, and I passionately believe that technology can solve most of the world's problems. But tech is often not communicated well by engineers.

When that happens, tech can seem dull, complex and over-engineered. 

My job is to help you filter all that noise out. Your story should be distilled down, so we can highlight the amazing impacts to humans and businesses that you're making."

Image by Christoph Keil

Client Work

Career Highlights

  • In 2019 I was invited to chair the London Blockchain Summit (pictured above)

  • That same year I was hired to head up Liopa's global marketing operation

  • In 2018 and 2017 I won Best Business Blog in NI for Catalyst, based upon approximately 300 articles I'd written about local innovators

  • In 2016 I became a contributor to Silicon Republic and Sync NI

  • In 2008 I launched my own business (then called Hatch PR)

  • I moved from Boston to London in 2003 and became an Account Director with Speed Communications, where I worked for brands like Virgin Media

  • In Boston from 2001 to 2003, I worked for the prestigious technology PR agency SHIFT Communications, where I worked for brands like S1 and The MathWorks

  • Prior to my agency life, I worked on MIT's Project Oxygen in the office of Tim Berners-Lee, Rodney Brooks and other well known computer scientists

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Without clear communications, your business may struggle to grow.

This is where Filter can help.

An award-winning tech blog

From 2015 -- 2019 I wrote and edited Catalyst's Award Winning well-known TechWatch blog. Under my direction, we won the Best Business Blog Award at the DANI Awards two years in a row. My articles were published in Silicon Republic and Sync NI, and our most popular articles went upwards of 10,000 reads - a big number for a regional technology blog.

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Showcasing technologists

NearForm had a common problem: the biggest asset in the business was people - all technologists and engineers. They struggled to demonstrate this incredible human value. I came up with the idea of a "Virtual Coffee" series of interviews with some of the talented computer scientists that work for NearForm. The content was well received both internally and externally, and helped define why NearForm is an engineering consultancy worth hiring. 


Creating a more secure world

As communications consultant for cyber security experts Vertical Structure since 2018, I have helped communicate their wares to a local SME audience. 


My strategies have included the following.

  • Modernising and rewriting the VSL corporate website

  • Developing proactive commentary on global cyber issues

  • Liaising with partners to develop joint communications

  • Being a finalist at the 2019 Belfast Telegraph IT Awards

  • Working with customers to develop a series of case studies

  • Writing articles and social posts to explain the company's offerings

  • Advising on how to integrate sales and marketing 

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Modern, catchy explainer video 

As Marketing Manager for Liopa, I produced this video in February 2019 to explain their groundbreaking lip-reading technology.

I developed the concept, wrote the script, and liaised with a talented local video production agency to create the video. 

In addition to the video, I direct all of Liopa's communications and marketing efforts. See what we're up to at and

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A series of technical whitepapers

As content specialist for the Finnish software firm MagiCAD from 2013 - 2016, I developed a series of whitepapers about BIM (Business Information Modeling). The content was pushing the frontiers in the construction modeling industry, as people did not understand what BIM was, or what impact it could have. By creating this valuable content, MagiCAD was able to build a vetted list of quality marketing contacts - and this helped inform their whole marketing strategy around BIM.

Click this link to read any of the whitepapers.


  • Understanding BIM in the age of digitisation

  • Using BIM to lower the lifetime cost of a building

  • Using BIM to transform MEP design

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