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

Google

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.

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