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G Squared
Team PROFILE
Agency Type
Digital
Ownership
Independent
tagline
We are a digital performance agency that drives real business results.
LEADERSHIP TEAM
George Photios
Managing director
George Pappas
Director of technology
Billy McLean
Head of strategy
John Phung
Head of data and analytics
Jules Ward
Head of SEO
Chris Murphy
Head of growth
Ollie de Vries
Head of paid media
Key Stats
Offices
Sydney
Headcount
32
Gender Balance Staff
M: 53%
F: 47%
Gender Balance Leaders
M: 71%
F: 29%
Client book
Client Wins
18
Client Losses
4
Client retentions/extensions
8
Largest clients
Meriton Suites
Mirvac
Endeavour Energy
Agency Scorecards report
This past year saw G Squared keep tempo on performance-led delivery, all while quietly retuning its internal machinery to stay in step with a fast-moving market.
Although headcount held steady at 32 in 2025, the introduction of AI agents gave the team a wider range, lifting output without adding to the roster. The agency incorporated a suite of tools across the business, including QA agents to catch errors internally, web build agents pairing developers with coding agents and reporting and dashboard agents to keep client data in check, with web development in particular seeing build times cut by as much as 60 per cent on certain tasks.
The success of its efforts are borne out in the numbers. Revenue climbed 12 per cent, with several clients re-signing following competitive pitches, including Mirvac, Braun and ASUS. The agency also picked up 18 new accounts, among them W Cosmetics (new website project), Toshiba (website management retainer), Hort Innovation (new website project), Clearscore (paid media retainer) and Junior Adventures Group (paid media retainer).
Work for Endeavour Energy and Meriton Suites underscored its ability to translate strategy into measurable business results.
Internally, Jules Ward stepping up to head of SEO and a clear emphasis on promoting from within to reinforce a culture where strong performance doesn’t go unnoticed.
Staff sentiment also told a clear story, with internal Net Promoter Score (NPS) climbing from 3 to 9 through 2025 after the agency introduced staff surveys and acted on the feedback. That sits alongside a flexible working policy built around two days at home and three in office by default, with greater leniency extended to parents and others who need it.
G Squared also doubled down on retention and flexibility, with return-to-work pathways and enhanced parental leave designed as practical support systems rather than added flourishes. It’s a slower beat than the rest of the industry tends to play, but one the agency seems intent on sticking to as it carries the same line-up and set list into 2026.
Hightlights reel
Meriton Suites: 'Book Direct'
Meriton Suites sought to reclaim bookings lost to OTAs like Booking.com, which charge high commissions and dominate search results. With always-on campaigns saturated, we launched a one-month $10,000 trial targeting previous OTA bookers to drive direct reservations at a CPA aligned to avoid commission costs.
Using daily OTA guest lists, we built tailored Google Ads audiences, excluded them from existing campaigns, and deployed pointed “book direct and save” messaging. Despite a lower CPA target than standard campaigns, results exceeded expectations: month one achieved a 50:1 return (vs. 35:1 target), rising above 70:1 by month three as the budget tripled, unlocking a valuable new direct-booking audience.
Hightlights reel
Endeavour Energy: website launch
Endeavour Energy partnered with G Squared to modernise its outdated website, simplify content and deliver a scalable digital platform.
A key focus was transforming the outage map into a high-performance, interactive communication tool, enabling customers to view real-time outages, restoration times and report issues, even during peak storm traffic.
The platform also introduced advanced asset visualisation, including streetlights, power poles and community batteries. Research-driven UX, informed by 20+ stakeholder workshops and 50+ interviews, shaped a streamlined information architecture.
Built on Sitecore AI with Vercel and Supabase, the composable solution delivers performance, flexibility and future-ready scalability.
Hightlights reel
w cosmetics: shopify plus transformation
W Cosmetics partnered with G Squared to elevate its digital experience and bring a refined brand tweak to life. Built on Shopify Plus, the new site delivers a bold, premium aesthetic supported by a scalable design system and modular campaign framework.
G Squared restructured information architecture, simplified navigation and enhanced product detail pages to streamline discovery across a large SKU range.
Advanced multi-layer filtering and improved search relevancy ensure customers can quickly find products by brand, concern or ingredient. The result is a faster, more intuitive and conversion-focused ecommerce platform built to scale.
G Squared's take on 2025
2025 was a great year for G Squared. Our agency grew, we extended relationships with key clients, started working with new ones and we produced some of our best work yet.
Our web work was recognised through numerous awards during the year, and our performance for paid media and SEO clients recorded some of our best results yet, breaking revenue records for clients across the board.
Our team has continued to impress clients with their proactivity and dedication to performance, recognised through awards, promotions, and continually positive client feedback.
Erika Warne, Senior consultant, paid media
Warne was promoted to senior consultant in our paid team, and continually receives positive client feedback for her consultative work, strong performance, and proactive engagement with clients.
If we were a band, we'd be...
U2
We’re steady, consistent, and continually striving to be better.
G Squared
B&T's Agency Score
7.5
Previous season: 8
Critic's Comment
“Solid and dependable, but it might be time for G Squared to take a few bolder swings, the kind that land on the main stage.”