G Squared has expanded its partnerships with global technology and electronics brand ASUS and Mitsubishi Electric, winning competitive pitches to lead paid digital media across Australia.
The appointments extend digital performance agency G Squared’s multi-year relationships with ASUS and Mitsubishi Electric, both of which had initially engaged the agency to lead search engine optimisation (SEO).
George Photios, co-founder and director of G Squared, said: “Winning competitive pitches for existing clients is the strongest validation of the work our teams deliver. Both ASUS and Mitsubishi Electric have seen the commercial impact of our SEO strategies. They understand how we operate, and we are delighted to now apply that same rigorous, data-driven methodology to their paid media.
“Deepening these relationships is exactly what we are aiming for at G Squared. Rather than treating channels in isolation, we build long-term partnerships where we can bring together data, technology and performance expertise to drive tangible business results.”
G Squared, which has worked with ASUS for more than two years, will manage ASUS’ paid media, with an emphasis on ecommerce growth, across its brand portfolio which spans PCs, laptops, monitors, graphics cards, routers and mobile phones.
Samantha Mikhael, consumer marketing lead, ASUS said: “Having worked closely with G Squared on our SEO, we have been impressed by their strategic capability and clear understanding of our market. When it came time to pitch our paid media, their capabilities stood out. Expanding our relationship was a natural progression, and we are confident their approach will help accelerate our ecommerce objectives across Australia.”
Mitsubishi Electric, which has partnered with G Squared for more than five years, appointed the agency to manage paid campaigns across the brand’s residential and commercial air conditioners with a focus on building brand awareness while generating high-quality leads.
Hale Mehmet, national marketing and communications manager at Mitsubishi Electric Australia said: “From the initial website build to our sustained organic SEO growth, G Squared have proven to be a great partner to our team. Consolidating our paid media with them allows us to unify our digital acquisition strategy and effectively drive both broad awareness and targeted leads.”
G Squared’s appointment by ASUS and Mitsubishi Electric follows a period of significant growth, with founders Photios and George Pappas last month launching Mercantile Co, a parent company bringing together their expanding portfolio of four specialist digital agencies, G Squared, Burrow a 24/7 social media monitoring, listening and community management agency launched in 2022 and staffed by an Australian team; 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 launched in January this year.
