Marketing Icon Thomas Pigeon, Canada Brand Builder, Continues to Inspire the Branding World

When Thomas Pigeon, a Canada brand builder widely known as a creative entrepreneur and marketing icon, founded Pigeon Brands 46 years ago, he quickly embraced a renegade spirit. His company didn’t just compete with local firms; “we had to be exponentially better… and we were,” Thomas shared.

Pigeon transformed Pigeon Brands into a global powerhouse and one of Canada’s most prestigious and award-winning branding firms. His entrepreneurial spirit and captivating personality are as influential as the groundbreaking ideas he generates.

“I realized early on that life had one direction—forward—and that anything is possible if you put your mind to it,” Pigeon shares.

For nearly five decades, Pigeon served as the founder and CEO of Pigeon Brands, leading a team that contributed to the growth and success of over 2,000 brands across five continents.

In December 2023, he set his sights on new beginnings and sold his company to serve as a marketing, brand, and business consultant in North America and Europe.

A Fresh Start

Thomas Pigeon, now the CEO of his own consulting firm, Warbird Inc. Is a highly sought-after leader and speaker renowned for his innovation and business development expertise. He has earned numerous awards and accolades throughout his career.

He is deeply passionate about mentoring the next generation of brand builders and has plans to launch his own magazine.

In his new role, Pigeon leverages his extensive experience to provide strategic guidance to companies across North America and Europe. He helps businesses navigate complex branding challenges, develop compelling marketing strategies, and unlock their full potential.

Warbird Inc. specializes in crafting unique brand identities, optimizing brand performance, and fostering innovation. Pigeon’s hands-on approach and deep industry insights make him an invaluable asset to any organization looking to elevate its brand presence and achieve long-term success.

When asked how he defines success, Thomas Pigeon emphasizes the importance of respect and recognition in one’s field. “Success starts with respect—both self-respect and respect from peers and superiors. It’s about being acknowledged as a leader in your discipline,” Pigeon says. “To truly succeed, you must find joy in your life, be passionate about your work, believe in yourself, and stay focused on the positive. Don’t let negativity distract you. Work hard and have faith in what you do; the money will follow.”

This philosophy has guided Pigeon throughout his career, shaping his approach to both business and life. As he continues to mentor the next generation, these values remain at the core of his message.

“Life is an exciting journey,” Pigeon said. “I like getting off the beaten path and carving my own trail. Italy is in my heart and soul and will surely be part of the journey. New mandates, travel, writing, and business adventures will continue to fuel my spirit. I’ll let the winds of time decide!”

Passion fuels every corner of his life.

Hard Work Trumps Luck

A unique storyteller and innovative visionary, Thomas Pigeon founded his company at the age of 25 to revolutionize brand design in Montreal. Recognizing a gap in the local market for exceptional package design, he seized the opportunity to create a unique niche for Pigeon Brands.

Celebrated for his brilliance, showmanship, and creative enthusiasm, Pigeon has made a lasting impact on branding and marketing. Canadian Packaging Magazine said Pigeon is “one of the most knowledgeable and authoritative thought-leaders in the graphic package design and branding field.”

Impressively, Thomas Pigeon became the first non-American elected to the NYC-based package Design Council International thanks to building Canada’s premier package design and branding consultancy. Thomas’ relentless pursuit of his dreams is powered by an unquenchable thirst for success and a deep passion for his work.

With a keen eye for strategic brand solutions and a commitment to excellence, Thomas transformed Pigeon Brands into a global force, forging partnerships with prestigious brands like Catelli, McCain, Kraft, and Tim Hortons. His foresight and determination laid the foundation for Pigeon’s reputation as a trailblazer in the industry, setting new standards for creativity and effectiveness in package design.

His philosophy, rooted in the belief that innovation thrives when coupled with unwavering dedication and a pioneering spirit, propelled Thomas Pigeon to unexpected heights. And he’s just getting started.

“Respect and integrity are at the top of the food chain for me,” he explains. “Hard work trumps luck every time.”

Background & Career

Thomas Pigeon had a challenging start to life. Despite academic struggles in school, he recognized his unique talents that would shape his future career. With a profound understanding of business and the impact of powerful design, Thomas founded Pigeon Brands out of necessity. He left high school with a 51 average and no backup plan. His journey is a testament to his resilience and determination, inspiring others to overcome challenges.

Thomas began his career at the Montreal Star, working in features syndication, and later became a photo editor for a leading tabloid. He then transitioned to a position at a printing firm before moving into the advertising industry.

Reflecting on his journey, Thomas shared, “I developed an interest in the ad world. I ultimately moved onto Criterion Art in 1977 and bought the place and built it into Canada’s preeminent package design and branding company.”

Criterion Art, initially born in Montréal, soon became Pigeon Brands. Thomas served as its Founder, President and Chief Executive Officer for 46 years and 10 months, leaving a mark on the industry and touching the lives of those who worked under his leadership or partnered with him on projects.

His legacy is one of innovation, excellence, and a relentless pursuit of success. From its humble beginnings to becoming Canada’s longest-standing, independently-owned brand design agency, Thomas’ journey is one of resilience, creativity, and a relentless pursuit of excellence.

When asked about the entrepreneur or business leader he considers his greatest example and inspiration, Thomas Pigeon doesn’t hesitate.

“Elon Musk and Arnold Schwarzenegger are my top inspirations. Both are powerful icons who defy convention, overcome seemingly impossible obstacles, and carve out their unique paths in life,” Pigeon says.

His admiration for Musk and Schwarzenegger is reflected in his own career. Much like his idols, he has faced and conquered numerous challenges, forging a path that is uniquely his own. His innovative approach and relentless drive have made him a standout figure in the branding industry.

Thomas’ ability to adapt, innovate, and persevere has defined his professional journey and served as a source of inspiration for the business leaders he helps.

Pigeon Brands Becomes an International Icon

In the late 1970s, Thomas Pigeon embarked on a mission to redefine brand design in Montreal. Recognizing a gap in the local market for exceptional package design, he seized the opportunity to establish a niche for Pigeon. With a keen eye for strategic brand solutions and an unwavering commitment to excellence, Pigeon transformed his agency into a powerhouse.

He forged partnerships with prestigious brands such as Catelli, McCain, Kraft, and Tim Hortons. His foresight and determination laid the foundation for Pigeon’s reputation as a trailblazer in the industry, setting new standards for creativity and effectiveness in package design.

Pigeon envisioned brands that could seamlessly travel through various communication ecosystems, coining the notion of “brand traveling.” This concept led to the creation of integrated campaigns for some of North America’s leading marketers. Over the decades, Thomas expanded Pigeon’s footprint across Canada and beyond, from Montreal to Toronto and eventually Mexico City.

Thomas Pigeon’s influence transcended borders, impacting household brands worldwide. He played a pivotal role in the success stories of iconic brands like Tim Hortons, Pfizer’s Viagra, and Kraft’s peanut butter, cementing Pigeon Brands’ status as a global brand-building and design leader. His expertise and strategic vision were instrumental in shaping these brands, showcasing his impact on the industry.

“Brands are stories, and consumers are emotional in many of their brand choices,” Thomas explained. “I knew if we developed a skill in emotional brand storytelling, we could do something that hadn’t been done before. I’ve had the privilege of working with some of the most creative people on the planet. The design, production, and client service team, even the admin team, had a unique zest for life that got me fired up every time I walked into the office. Clients who became believers entrusted me and my team with incredible mandates with incredible responsibility, and the best of the best let us do what they paid us to do… tell brand stories and drive sales through the roof.”

Outside the boardroom, Thomas Pigeon takes immense pride in the people and communities he has served throughout his career.

Under Pigeon’s leadership, Pigeon Brands became an agency that stood the test of time and whose management led the pack in innovation and designs. They are one of the best agencies in North America and arguably one of the best in the world.

Personal Life and Purpose

On Friday the 13th in 1991, Thomas Pigeon’s life was forever changed when he survived a plane crash in the wilderness of northern Canada. It happened to be one year after Pigeon moved to Toronto.

“My dear friend Hans Brands died in the crash,” Pigeon shared. “Somehow, I survived. It changed my life. God stepped in and made it clear it was not my time. I had a greater mission. Without His intervention, I’d be dead. My life changed on the spot. I realized the importance of family and the need to build a true management team, empowering people to run the business in my absence.”

Thomas says he was left broken in pieces but alive.

“As I lay on the pontoons of the inverted plane in near zero temperatures, I had an epiphany,” he says. “This business was about me. I was the head of client service, the head of admin, and the head of creative. If I died, my staff would all be looking for jobs, and my children would be unprovided for. As I kissed the foreheads of my toddlers after I was released from the ER unit of the hospital, I vowed to make sure the businesses were much bigger than me and must survive me.”

From that moment on, Thomas set out to build a strong management team. For over 30 years, Pigeon Brands employed hundreds of employees who worked under his leadership and transformed the brand packaging industry.

When Thomas Pigeon reflects on his life, he says, “Coming from nothing and building something has always made me proud. My mom and dad were simple but loving people. They made me feel safe, loved, valued, respected, and intelligent. I realized how important it is to have someone in your corner. No matter how bad things get, hard work, perseverance, belief, and good people around you will get you through. I love the people who work for me and cherish their contributions. I would be absolutely nothing without the amazing talent that surrounded me up until the day I left my office after 46 years.”

Today, Pigeon continues to inspire and lead in new ways. He has shifted his focus towards mentoring the next generation of brand builders and marketing professionals. Through speaking engagements, storytelling, and consulting, he shares his wealth of knowledge and experience. He also has plans to launch his own magazine.

Additionally, Pigeon remains dedicated to his travels and philanthropic efforts, actively supporting community initiatives and helping families and individuals who have met hard times. His enduring commitment to excellence and innovation keeps him at the forefront of the industry, even as he embraces new roles and challenges.

Global Adventures

Thomas is a seasoned global adventurer. Whether relaxing at a spa in Provence, trekking through Africa’s bushveld, savoring blowfish in Tokyo, horseback riding on Costa Rica’s beaches, or enjoying Spanish cuisine in Cartagena, the world has always captivated him.

His penchant for exploring the unknown and navigating enigmatic alleyways has introduced him to a fascinating array of diverse people and led him to places few dare to venture. Thomas revels in the balmy beaches of Tulum and the vibrant nightlife of South Beach, but he’s just as at home on a dog sled in the near-Martian terrain of Canada’s Arctic.

Spending time between Italy and Canada, Pigeon finds peace in the historic charm of Brescia’s Centro while captivated by Italy’s rich culture and diverse landscapes. He cherishes Canada but finds Italy’s allure irresistible, drawn to its timeless beauty, culinary delights, and artistic heritage.

As Thomas Pigeon reflects on his remarkable journey, it’s evident that his life has been filled with adventure, passion, and innovation. From founding Pigeon Brands nearly five decades ago to storytelling and consulting, he finds success in whatever he does. Thomas’s passion for storytelling and exploration is constantly being renewed.

As he embarks on new adventures, he continues to share his love for life with friends and colleagues in Italy and beyond, ensuring that the spirit of “La Dolce Vita” permeates every aspect of his life.

For him, life is about savoring every moment and embracing the joy of discovery.

And as he looks towards the future, one thing is sure: the adventure is far from over.

As Thomas Pigeon reflects on his illustrious career, his dedication to making a difference in the lives of others stands out as a cornerstone of his legacy.

“I am proud to have helped dozens of families put their children through university, pay for their mortgages, and support their families over my 46 years at Pigeon Brands. Philanthropy has always been in my soul when it comes to helping others,” Pigeon shares.

His story is not just one of professional success but also personal fulfillment and giving back. As he continues to inspire and guide future leaders, Pigeon’s legacy of kindness and excellence will undoubtedly endure, reminding us of the profound difference one dedicated individual can make.