Giants & Gentlemen

What Giants & Gentlemen does

Giants & Gentlemen (legal name: G&G Advertising) is an independent creative advertising agency headquartered in Toronto, Canada, founded in 2012 by Alanna Nathanson and Natalie Armata as one of the few female-founded agencies in North America. The firm operates a work-from-anywhere model and functions as a division of parent company Acart. G&G delivers a comprehensive suite of marketing, advertising, and brand-building services spanning brand strategy and positioning, creative development and production, integrated media planning and buying, digital design, SEO/SEM, reporting and modelling, website/e-commerce design, ESG communications, influencer marketing, and experiential campaigns. Its proprietary strategic framework, OutthinkingTM, signals investment in differentiated strategic methodology.

The agency's client base spans roughly a dozen named enterprise accounts across diverse verticals including quick-service restaurants (Harvey's, Mucho Burrito), convenience retail (Circle K, 700+ locations), financial services (RBC), hospitality (Days Inn Canada), food manufacturing (Dr. Oetker, Fisherman's Friend), healthcare technology (Maple), home services (Enercare), internet governance (CIRA), and select nonprofits. G&G has been recognized with industry awards including Silver Ad Age Agency of the Year, Canada's Growth 500 placement, Gold Bessies (2015, Days Inn Bizcation), CASSIES Bronze, Applied Arts awards, and five consecutive years as a Top Employer for Young People.

Revenue is generated through professional services fees, likely project-based or retainer arrangements typical of independent advertising agencies. Go-to-market is sales-led, with President and CRO Andrew McWiggan (who also serves as Partner & CRO at parent Acart) leading enterprise client acquisition via a dedicated partnership email channel and direct B2B outreach. The agency maintains an active presence across Twitter/X, Instagram, Facebook, and LinkedIn, and receives earned media coverage in Canadian business publications including Financial Post, Globe and Mail, Strategy, and Ad Week. No public revenue figures, funding events, or M&A activity are disclosed.

Name

Giants & Gentlemen

Legal name

G&G Advertising

Website

https://gandgadvertising.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Giants & Gentlemen is an independent, female-founded Toronto creative advertising agency offering brand strategy, creative production, media planning/buying, and experiential marketing to enterprise clients across QSR, retail, financial services, and healthcare.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative and Strategic Advertising Services: G&G Advertising generates revenue through professional services fees, likely project-based or retainer arrangements typical of independent advertising agencies. Services include brand strategy, creative development, media planning/buying, digital design, and experiential campaigns.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Giants & Gentlemen is an independent creative advertising agency that provides end-to-end marketing, advertising, and brand-building services for enterprise clients. Its offerings span brand strategy and positioning, creative development and production, brand identity and packaging design, integrated media planning and buying, SEO/SEM, website design, social and video content production, influencer marketing, ESG communications, and experiential marketing.

Product overview

Giants & Gentlemen (G&G) is an independent creative advertising agency that offers a comprehensive suite of marketing and advertising services. Their core offerings span strategic services (Brand Strategy & Positioning, Brand Architecture, Corporate Strategy, OutthinkingTM, Creative Strategy, Influencer Marketing), creative production (Creative Development & Production, Brand Identity, Graphic/Motion/Digital Design, Packaging & Product Design, Social Content & Production, Video Content & Production), digital services (Integrated Media Planning & Buying, SEO/SEM, Reporting & Modelling, Website/Ecommerce Design, Website Audits & Maintenance), and specialized communications (ESG Communications, Experiential). The agency is one of the few female-founded agencies in North America and positions itself as serving brands that take unconventional paths, operating under the ethos 'Be Brave. Be Decent.' G&G is a division of parent company Acart.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy & Positioning Strategic development of brand positioning, architecture, and corporate strategy for enterprise clients seeking differentiation in cluttered markets. Includes the agency's proprietary OutthinkingTM approach.
• Creative Development & Production

Quantifiable outcome

• Silver Agency of the Year (Ad Age)
• +3 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AcartcoreOthersG&G Advertising is a division of Acart, a parent company. Andrew McWiggan serves as Partner & CRO of both G&G and its parent company Acart. This is an internal corporate structure relationship where G&G operates as a subsidiary/division of Acart.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rethink: Vancouver/Toronto independent creative agency with a comparable indie profile and multi-award-winning reputation (including CASSIES). Direct competitor for Canadian brand mandates and creative talent.
• Anomaly: Independent creative agency with comparable A-list indie positioning, full-service offering, and award-winning creative reputation. Comparable in business model and target client profile.
• Bensimon Byrne: Toronto-based independent creative agency with a similar boutique structure and Canadian enterprise client focus. Direct competitor for mid-to-large Canadian brand mandates.
• Zulu Alpha Kilo: Toronto-based independent creative agency of comparable size and indie positioning. Direct competitor for Canadian enterprise brand mandates with a similar award-winning reputation and full-service creative offering.
• Juniper Park\TBWA (formerly Taxi): Toronto creative agency with a comparable full-service offering and Canadian enterprise client base. Direct competitor in the same geography and segment.
• No Fixed Address (formerly John St.): Toronto-based independent creative agency comparable in size and creative reputation. Direct competitor for the same Canadian enterprise client roster.

Broad incumbents

• DDB Canada: Canadian arm of the DDB global network. Overlapping capabilities in creative, brand strategy, and media but as part of a much wider global portfolio rather than a specialized indie.
• Wieden+Kennedy: Larger globally-recognized independent creative agency operating as a broad incumbent in the same independent creative agency space. Comparable business model and creative-led ethos, but at materially greater scale.
• McCann Canada: Canadian arm of the McCann Worldgroup network. Competes for Canadian enterprise brand-building mandates as part of a large global network rather than as a focused indie.
• BBDO Canada: Canadian operation of the BBDO global advertising network. Competes for the same Canadian enterprise mandates but with the scale and resources of the Omnicom parent network.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/giantsandgents
• Facebookfacebook.com/giantsandgentlemen
• LinkedInlinkedin.com/company/giants-&-gentlemen
• Instagraminstagram.com/gandgadvertising

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Giants & Gentlemen