Your Name is Your Brand

Greggar Deterville

Founder and CEO, Capet Media Group | AI Ecosystem Architect

I am Greggar Deterville, founder and CEO of Capet Media Group (CMG), a UK-based holding company building an AI-native commercial ecosystem of thirteen interconnected ventures. As a UK national and Saint Lucian citizen, my perspective bridges two cultures and two markets, shaping an EMEA-first approach to creativity, leadership, and brand building.

CMG is not a portfolio of disconnected startups. It is a deliberately engineered ecosystem where each venture feeds data, traffic, commerce, and capability into the others. The whole is designed to be worth significantly more than the sum of its parts.

The Ecosystem Thesis

Every CMG venture is built AI-first and operates within an integrated three-layer architecture:

• Commerce and Currency Infrastructure — KAELUM, TRIOVUS, SCRUFFYDEALS and SCOREDIT form the commercial spine, with KAELUM's closed-loop currency powering incentive and reward mechanics across every commerce-adjacent venture.
• Media, Content and Distribution — Scruffy TV, AUDIVO and The OMS Project own the content pipeline and distribution infrastructure. Media drives commerce. Commerce funds media.
• Tools, Services and Infrastructure — Task Novice, Code Novice, CODIUS and DOCXTA generate near-term revenue while building the operational layer that serves the broader ecosystem.
• Lifestyle and Brand — 8T Clothing and Cellar 8T deliver the consumer-facing culture layer, feeding audience demographics back into the commerce and media stacks.

AI-Native by Design

CMG is built on Anthropic's Claude, with K.A.T.E. (Kaelum. Audivo. Triovus. Engine.) serving as the cross-platform AI identity that spans the ecosystem. Claude governs compliance, content, monitoring, and agent orchestration. Task Novice deploys Claude as an autonomous agent backbone. DOCXTA uses Claude for formal document generation at scale. This is not AI as a feature. It is AI as the operating substrate.

Core Expertise

• AI Ecosystem Architecture: Designing interconnected platforms where each venture amplifies the others through shared infrastructure, shared AI identity, and shared commerce currency.
• EMEA-First Strategy: Building for a European market that is consistently underserved by US-centric platforms, with deep awareness of UK and EU regulatory contexts.
• Brand Creation and Positioning: From AI commerce infrastructure to lifestyle labels, conceptualising and scaling brands that fuse purpose with profitability.
• AI Strategy for Small Businesses: Helping founders build smarter through automated workflows, AI-enhanced content, and optimised operational funnels.
• Business Design and Planning: Transforming ideas into executable models through strategic planning, pitch-ready proposals, financial forecasting, and mind mapping frameworks.

Background in Media and Broadcasting

My professional foundation began in Saint Lucia's national radio industry, where I led Sales and Marketing Management. That experience paved the way for my own digital media ventures, including Scruffy Radio and Scruffy TV, pioneering platforms in online broadcasting and live-stream entertainment that now sit at the heart of the CMG media layer.

Philosophy

My journey is grounded in belief-driven entrepreneurship. I am an advocate for the Law of Attraction, using mindset alignment and intentional living to manifest success and impact. I also draw personal insight from numerology, with my birth number 8 reflecting themes of ambition, structure, and leadership, traits that continue to shape my entrepreneurial path.

A Mission-Driven Creator

Above all, I am passionate about empowering people, whether through launching brands, building digital tools, or guiding others to unlock their full potential. My work reflects a blend of spirituality, strategic thinking, and cutting-edge technology.