About Idea Factory

Without Ed, there’d be no Idea Factory. Ed founded Idea Factory in 2000 and built it into the tried-and-true agency it is today. Ed’s passion motivates his team to find innovative ways to help clients connect with consumers every day. When he’s not answering emails, Ed enjoys spending time with his family, playing golf, and flexing his poker face. He also does his share when it comes to volunteering. Current and past organisations include Ronald McDonald House, St. Pat’s Mercy Home, and NorthEast Minor Hockey.

Adam’s a born innovator (and, according to him, an above-average shinny hockey player). Fascinated by the web and computers since his early days chatting on ICQ and building empires in SimCity, Adam’s passion for all things digital has shaped his career. Fresh out of university, he co-founded Brownie Points—a successful digital rewards program for small businesses across Eastern Canada and one of the few companies from Atlantic Canada invited to join Founderfuel, one of Canada’s top tech accelerators.

In 2015, he landed at Idea Factory and hasn’t looked back since. With hundreds of clients under his belt, Adam is the go-to guy for navigating the twists and turns of the digital world—and ensuring results follow. When he’s not chasing clicks and conversions, he’s chasing his two kids and working through a neverending list of DIY projects.

A true critical thinker who understands the bigger picture, Valerie is an essential part of our Accounts team. Thanks to her MBA from Memorial University, she leads our Client Success team to always exceed expectations with outstanding communication, organisation, and determination. Valerie’s passionate about her clients, their brands, and the work that they do—so much so that, after 10 years spent at other agencies (including a stint as Nalcor’s agency contact), she transitioned to working client-side at both The Rooms and Newfoundland Chocolate Company. She has led the charge at Idea Factory for a diverse list of clients including Roebothan McKay Marshall, MMSB, The Rooms, and Hickman Select.

A graduate of Lawrence College’s Graphic Design program, Scott has been keeping the Idea Factory team in line and on time since 2001. As a lover of process, he firmly has his hands on the wheel (and eyes on the gauges) of our production engine, ensuring everything is running smoothly and delivering.

As the nucleus of the creative and production departments, Scott is highly proficient in project management and acts as our liaison with any production partners engaged by Idea Factory. He’s at the center of our process, ensuring your core team has everything they need to successfully deliver campaigns and projects on time and on budget.

An artist at heart, Steve’s creative process is fueled by an appreciation for combining various artistic disciplines to get results best representing the story at hand. With a Bachelors of Graphic Design, Steve brings 20 years of experience to the Factory floor, building brands from the ground up.

As Creative Director, Steve is responsible for leading all new ideation and working directly with the creative team to spark ideas and bring them to life. He oversees all creative assets that come across the Factory floor, ensuring brand consistency for any work leaving our doors.

Hersh has distributive solutions to all your digital marketing needs. He is a performance expert with professional and academic roots in US & Canada, making his 10+ years in marketing a truly global experience. An MBA by qualification, he is a strategic thinker who has an innate ability to intercept and challenge groupthink with a core focus on value creation and counter-intuitiveness.

As a Digital Marketing Director at Idea Factory, Hersh believes in solving digital challenges by simplification, understanding user behaviour, and keeping the narrative human. Outside of the digital marketing world, he has a keen interest in astronomy and photography.

Originally hailing from Newfoundland, Allie recently earned her Masters in Marketing from Schulich School of Business after living in Toronto for a year and a half.

As Idea Factory’s Client Success Manager, Allie builds lasting client relationships to drive meaningful growth and keep our sights on every project’s final execution. Allie’s knowledge of her clients and their projects ensures seamless coordination and on-time delivery. Plus, her sharp eye for detail ensures everything has been checked and re-checked before it leaves the Factory floor.

When she isn’t making successful marketing happen, she’s either exploring the world—having already visited over 20 different countries—learning a new recipe, or watching the latest hit TV show.

An experienced Digital Marketing and Social Media Specialist, Brittany holds a Bachelor of Commerce (Co-op) from Memorial University, with a concentration in Marketing and Communications. She is loaded with a dynamic background in digital marketing, social media strategy, event promotion, and project management.

Skilled in building strong client relationships and driving impactful growth, Brittany oversees end-to-end project management, ensuring seamless coordination and timely execution of digital initiatives delivering measurable results.

As an award-winning Art Director and Designer with 20 years in the industry, Greg conducts eye-catching creative concepts with a common sense methodology: keep it simple. Originally from St. John’s, Greg’s career took him to Vancouver where he spent time at several boutique design studios before the draw of home got the best of him. Combining the best of both worlds, Greg’s got one foot on the southern coast of Vancouver Island with the other planted firmly here on the Avalon. He lives the “bi-coastal” lifestyle with his wife and intrepid traveller—his son August.

Anna is a talented Art Director with a diploma in graphic design and over eight years of experience in the creative industry. Known for her keen eye for detail, she has successfully led numerous projects weaving artistry into strategic vision. Anna’s magnetic portfolio showcases her ability to craft compelling visual narratives across mediums, specializing in UX website design and brand development.

As Art Director, Anna is responsible for leading her vision of projects, overseeing design teams, and ensuring all visual elements align with brand messaging and client objectives.

If you need something photographed, designed, printed, cut out, mounted, or fixed, Joe can supply your demand. Originally from Nova Scotia, Joe graduated from NSCC with an advanced diploma in digital photography and a diploma in both graphic design and photography. He worked with Extreme Group in Halifax before joining Idea Factory in 2008.

While Joe’s a Graphic Designer on paper, he is truly a jack-of-all-trades. From measuring signage to cutting out mock-ups and laying out annual reports, Joe is essential in the day-to-day of any account at Idea Factory.

Creative technician is a good term to describe Pat. A 25-year veteran of digital media production, Pat has forged a career making and breaking technology to solve creative problems for his clients and his team (and his kids).

A “way too early” adopter of technology, Pat brought 3D computer animation, electronic music production, video editing, and AI into his toolkit years before they were cool. Pat executes a creative vision by grabbing your attention, generating interest, fueling desire, and making you click to learn more.

Josh graduated from Memorial University in 2024 with a Bachelor of Commerce (Co-Op) and completed three work terms, already gaining over a year of experience before joining Idea Factory full-time as performance management-focused Financial Lead. Outside of his work, Josh is also a Red Cross Rescuer Award recipient, avid record collector, sports stats buff, golfer, and guitarist.

As our Director of Greetings, Maple plays a vital role in the office, cheerily greeting guests and clients while also providing around-the-clock emotional support and smiles to the entire Idea Factory team. In her free time, she makes sure the Factory floor is littered with a spare dog toy or two and loves to snuggle up near the window (or in someone’s chair) for a midday nap.