Optical excitation of colloids can be harnessed to realize soft matter systems that are out of equilibrium. In this paper, we present our experimental studies on the dynamics of silica colloids in the vicinity of a silver nanowire propagating surface plasmon polaritons (SPPs). Due to the optothermal interaction, the colloids make a transition from a diffusive to superdiffusive behaviour, and are directionally pulled towards the excitation point of the nanowire. Having reached this point, they are spatio-temporally trapped around the excitation location. By increasing the concentration of colloids in the system, we observe multi-particle assembly around the nanowire. This process is thermophoretically driven and assisted by SPPs. Furthermore, we find such an assembly to be sensitive to the excitation polarization at input of the nanowire.Numerically-simulated temperature distribution around an illuminated nanowire corroborates sensitivity to the excitation polarization. Our study will find relevance in exploration of SPPs-assisted optothermal pulling, trapping and assembly of colloids, and can serve as test-beds of plasmon-driven active matter.