The founders of digital marketing agency G Squared have launched Mercantile Co., a new parent company bringing together four specialist agencies spanning performance, social media monitoring, AI, technology and digital experience.
G Squared has grown from a single digital agency launched in 2012 into a group of businesses employing more than 70 people, with the addition of three additional agencies over the past four years.
As G Squared approaches its fifteenth year, Mercantile Co. formalises the relationship between the agencies, giving each greater clarity around its specialist offering while creating a broader platform for continued growth.
Mercantile Co comprises G Squared, focused on digital performance across paid media, SEO, performance creative and data; Burrow, a 24/7 social media monitoring, listening and community management agency; Wordie, which designs, builds, and supports WordPress solutions for organisations; and GammaDX, an AI-native digital digital experience agency building platforms and commerce at scale.
Across the group clients include Endeavour Energy, P&G, The University of Sydney, Bunnings, Monash University, Meriton Suites, Mitsubishi Electric, Jemena, Toshiba, Mirvac, the National Rugby League, Region Group and National Storage.
G Squared will be led by George Photios, while George Pappas leads GammaDX. Manuel Kambos, who joined Burrow as CEO in 2025, heads up Burrow, with each agency maintaining its own specialist focus and client relationships.
The name Mercantile Co. takes its inspiration from the group’s Sydney headquarters, located in the former Mercantile Bank building at 151 Regent Street in Chippendale that dates back to the late 1800s.
“We started G Squared because we saw an opportunity to do digital differently. As we approach our fifteenth year the opportunity is much bigger. Mercantile Co. allows us to keep building specialisms that are relevant to where the market is moving, rather than where it has been,” said Photios.
“Mercantile Co. is not about creating a bigger agency for the sake of being bigger, but building sharper expertise and a clearer role in our clients’ success, and there is a lot more to come,” Pappas added.
