Pete Deutschman is Head of Innovation (Chief Innovation Officer) for Michaels Retail Companies and Chief Buddy of innovation, strategy and marketing authority, The Buddy Group. Passionate about innovation, creative strategy, design thinking, Internet of Things, media, marketing, family, golf and helping build businesses, Pete and his team have worked at the convergence point of marketing, storytelling and connected technology. Under his leadership The Buddy Group has helped with over 200 product and program launches; deployed across mobile, web and connected television. It was his vision that led the agency to build one of the first b2b and b2c in-house YouTube era sound stages specifically for interactive content creation and distribution with a focus on the future of video distribution and accessibility. The diversity of his experience and expertise is reflected in The Buddy Group’s client list, past and present including; Michaels, Vertafore, Goodwill, Wells Fargo, AARP, St. Joseph Health, GE, Washington Mutual, Pentel, American Express, Microsoft, King’s Hawaiian Bread, Western Digital (WDTV), Google, YouTube, Epson, National University, McDonald’s HappyMeal.com and Experian. He helped to secure The Buddy Group’s content management solution, BUDeSYSTEM(™) as one of only a few approved platforms to manage a brand’s custom channel on YouTube and helped to create the first interactive video solution for the ticketing space, Interactive Seat Buddy(™). Pete was recognized in 2013 by Direct Marketing News as “Top 40 under 40” and has been regularly featured in industry trade publications and panels on the demonstrative power of technology in marketing.
Prior to starting The Buddy Group, Pete held executive and management positions at VPI, Iconixx and Melanie Griffith’s One World Live and worked on Broadway at The Broadway League (co-presenters of The Tony Awards®). His tenure at those respected digital, youth and entertainment media focused organizations he led efforts on brands such as Harry Potter, AOL, News Corp., the first online short film festival Hypnotic (Universal) and Ashton Kutcher’s first web presence AshtonKutcher.com. In 2010, Pete coined the term “ Connected 14”, to describe the opportunity that brands have to engage with consumers across a single sync’d 1ft, 3ft and 10ft experience. He has helped to shape the digital media landscape playing a major role in the crafting “what is possible” with several ad/media formats including Eyeblaster, Pointroll and YouTube’s custom brand channels.
Pete’s holds a Masters Degree from Columbia University and BA from Pepperdine University and sits on the OCTANe Innovation and Accelerator, Board of Orange County Performing Arts Center Pacific Chorale and Project Hope Alliance.
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