Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

Plutogroup

Plutogroup is a privately held brand development and venture capital firm. 

Product development and brand guidance are our focus as we move projects from concept to prototype with agility and creativity. The Plutogroup partners participated in some of the earliest digital marketing initiatives focused on studying the Internet's impact on consumer behavior. We recognized the importance of design to a global audience where images and intuitive navigation were crucial. We understood that data when well organized can deliver a very powerful experience of personal, relevant, and helpful engagement and lead to sincere brand development. Finally, we prioritized building projects on unique insights and ensuring that ongoing ideation remains at their core. Plutogroup partners bring a unique mixture of professional experience to the projects we choose. We also bring an unusual depth of passion, integrating into a startup team and helping to guide all aspects of business development.

Projects are considered on a case-by-case basis and by referral only.

Co-Founder, President

Terroir Run

With my Co-Founder, Rebecca LeHeup, we apply our respective and overlapping skills in marketing, social media, event management, culinary tourism, and community economics to create a new food adventure brand focused on running/biking through the world's wine regions. Great Legs, Great Body - and one great story.

Co-Founder

Buddha Foodha Inc

Buddha Dog launched as a four-month community economics project to promote the importance of supporting local food. Although the goal was to capture the experience in a Rural Economic Case Study, our local ingredient hotdog company exploded into the public's consciousness. In the ensuing years, Buddha Dog has been named "Best Hotdog in Canada", written about in national/international press, studied by several universities including Queens, and Harvard, been active in the Canadian Slow Food movement, won community development praise, and numerous consumer product awards, and is responsible for educating a generation of young people about where our food comes from. A project that became a company, that still remains a cherished brand.

Co-Founder, Creative Director

Building creative capacity and culture. In the company of very smart people who are focused on very long-term goals, and shattering them with unfettered thinking.

Creative Director, Google

Lowfoot Inc.

Worked with founders to build initial positioning of compelling green energy startup. Extensive research into green energy communication focused on consumer understanding and barriers to involvement. Results included prioritizing social media development and broad partnerships to highlight benefits to both environment and personal savings. What began as a brand development project ended up as an interesting study of human behaviour as it pertains to conservation and general understanding of energy consumption.

Brand Strategist, Startup

Cow Vs. Clown

Can't exactly remember my formal film credit but part of innovative group that produced the edgy short "Cow Vs. Clown". The short was a study of industrial meat processing as the wizard behind the curtain of global fast-food. The project was an interesting insight into the fine-line documentarians walk when confronting mainstream, sensitive and deep pocketed corporations. Our film was screened at a number of festivals worldwide and represented a confluence of my interests in branding, food politics, and media. It was a special pleasure to work with the husband-wife team who conceived of the project and drove it home through a bleeding edge production process.

Creative Producer

GIANT FM

Partner in ownership group that bought, burned down and rebuilt an iconic radio station. Responsibility for developing platform for a traditional-new media broadcast brand. Included development of programming working with award-winning writers. "Making radio relevant, again." Of special interest was the creation of a short-lived but pioneering version of our story-driven morning show that introduced a cast of scripted characters to provide an entertaining context to current affairs - definitely a new experience for our listeners and especially our mature broadcast executives.

Chief Marketing Officer

Green Party of Canada

Pro Bono work for national leader to help redefine campaign material for 2004 Federal election. Developed "Who votes Green?" campaign and tested its effectiveness through management of noteable Toronto Parkdale-High Park riding campaign. Continue to advise party in a non-formal role.

Brand Strategist, Campaign Manager

Dinnick & Howells

Partner in management group guiding the development of a Canada-based, global brand consultancy boutique. Our small award-winning agency had an enviable reputation as "creative problem solvers" and were often invited to share our insight into a brand's essence. These truths were then articulated into timeless design & campaign solutions. Focus on highend brand development/redevelopment with a love of packaging. For fun we maintained a vibrant book jacket and movie poster practice.

Strategic Director

Plutogroup was founded as a stand-alone research & development consultancy. Initially focused on the Internet and emerging ASP model of electronic content distribution, Plutogroup expanded to become one of Canada's first Internet incubators. Working closely with Microsoft, Plutogroup advised and participated in the development of many first-generation Internet companies including groundbreaking market research company Hotspex.com, and a proprietary Creativity Database (idea bank)  to facilitate stronger ideation.

President

My unusual career has allowed me to work with an enormous range of Fortune 100 brands and startups as a versatile advisor, investor, and entrepreneur. With a personal and professional interest in facilitating idea development, I enjoy using my unique experience to help move thoughts to things. 

I especially enjoy working with small teams of people whose passion is collected and focused on a mission.

taplio

The Battle

Brett Willms

Andrew Mackenzie

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