ASUS and Mitsubishi Electric appoint G Squared to lead paid media

G Squared has expanded its work with ASUS and Mitsubishi Electric, winning competitive pitches to lead paid digital media for both brands in Australia.

The wins build on multi-year relationships with the digital performance agency. Both brands first engaged G Squared 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 paid media for the technology and electronics brand, with an emphasis on ecommerce growth. The work covers ASUS' portfolio of 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 worked with G Squared for more than five years, has appointed the agency to manage paid campaigns for its residential and commercial air conditioners. The focus is on building brand awareness and generating 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.”

The appointments follow a period of growth for G Squared. Last month, founders Photios and George Pappas launched Mercantile Co, a parent company for their portfolio of four digital agencies. 

The portfolio includes G Squared; Burrow, a social media monitoring, listening and community management agency launched in 2022 and staffed by an Australian team that operates 24/7; Wordie, which designs, builds and supports WordPress solutions for organisations; and GammaDX, an AI-native digital experience agency that builds platforms and commerce at scale, launched in January this year.