Published on: September 21, 2026
Founded by George Pappas and George Photios, 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.
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 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. Together they work across performance, technology, reputation and experience, combining deep sector expertise with technology and AI to deliver measurable business outcomes.
G Squared will be led by Photios, while 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.
“Clients don’t need agencies trying to be everything to everyone, now more than ever they need deep expertise, great people and partners who understand how their particular discipline can drive their businesses forward,” Photios said. “Mercantile Co. gives us the structure to build exactly that. We’ve reached a point where the agencies have developed their own identities, client bases and areas of expertise, so it made sense to establish specialist agencies to better service client needs..”
“Where a client has a broader challenge, we can bring the right Mercantile Co. agencies together, combining their capabilities to solve the problem without compromising what makes each agency distinctive,” Pappas said. “It gives clients the best of both worlds, deep specialist expertise and the ability to access a broader set of capabilities when they need them.”
Photios added: “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.”
