After being crowned Miss Teen Globe in 2003, and seeing the array of modeling and acting offers that came as a result, Jennifer Hing finished her education and decided to leverage her experiences to meet unique needs in the market. She founded G of G Inc. in 2009, stepping into the business world with an emphasis on recruiting the best and brightest personalities, brand ambassadors, and promotional models throughout Canada—a decision that led to rapid and sustained growth. Through this combination of firsthand experience and trained expertise, G of G Inc. has become a premier staffing company known across North America.
Bringing magnetic personalities and strong brand management skills together has proven to be a winning formula. G of G Inc. provides tailored staffing solutions for marketing campaigns across any and all industries, from dining, to tech, to automotive, and more. The company’s capabilities range from single in-store demos to large-scale, cross-country tours, and their offering goes beyond brand ambassadors and team leads to include a full spectrum of event staff—photographers, DJs, hair and makeup artists, production assistants, and more.
The secret to G of G Inc.’s success is their unique blend of boutique-level service and nationwide reach, lending the personalized attention of a smaller firm with the resources to staff events across the United States and Canada. The company’s responsiveness and reliability matches or exceeds what can be expected from other large national agencies, without sacrificing the critical human element. With these services, G of G Inc. has staffed events ranging from the Toronto International Film Festival; to sports events hosted by the NFL, MLB, and NASCAR; to sponsored philanthropic events like the Children’s Aid Foundation’s holiday events and PRIDE festivals across North America.
“What makes us particularly successful is our ability to adapt to any industry while maintaining a deep understanding of the experiential space,” says Jennifer. “Our personalized approach, strong relationships with our staff, and commitment to high-quality execution ensure that we deliver exceptional results for every type of campaign.”
Rapid Growth And Evolution
Since their founding 17 years ago, G of G Inc. has seen an explosive amount of growth, rapidly expanding beyond their original Toronto home to support staffing needs across nationwide markets large and small. They expanded into the United States in 2015 after repeated requests, and now the company operates out of offices in Toronto, New York, and San Diego. From working primarily with local and regional brands, to partnering with globally known companies, national tours, and luxury brands, there’s no denying the rampant growth that G of G Inc’s operation has earned in that time, but the company remains committed to their roots—supporting smaller brands and honoring the long-standing relationships that built the foundation for the company’s success.
“Above all, we partner with brands whose values align with our own,”Megan explains. “Whether supporting LGBTQ+ organizations, global consumer brands, or innovative startups, we focus on clients who share our commitment to inclusivity, professionalism, and meaningful engagement.”
Little has evolved as much or as comprehensively as G of G’s service offering. At its founding, the company provided brand ambassadors to partners in the Toronto area. Today, G of G Inc. has grown into a network of nearly 9000 independent contractors, with talent spanning brand ambassadors, promotional models, production assistance, security staff, mascots, handlers, videographers and photographers, and more. The company’s internal team has naturally swelled to match, growing from the starting duo of agents to a dedicated team of full-time employees.
As a women-led and woman-founded company, this growth has been particularly inspiring, especially given the limited representation women—especially among minority populations—had in the event marketing landscape at the time of founding. The number of women and minority professionals thriving in the industry today resonates deeply with the G of G Inc. team, and is one more reward for their own hard work and expansion.
“G of G Inc is committed to fostering a diverse work environment and does not discriminate based on age, race, ethnicity, nationality, sexual preference, gender identity, or any other factor,” adds Megan. “We encourage and actively seek individuals who contribute to the collective diversity and inclusiveness of every project we touch. We expect our independent contractors and clients to do the same.”
Ensuring Quality And Finding Success
Given G of G Inc.’s growth, target market, and service profile, it goes without saying that ensuring consistent high quality across their many events and contractors is a top priority. The hands-on approach that they offer as a boutique-style agency requires a good understanding of what both clients and brand ambassadors need and expect, and G of G Inc delivers on those things by building strong, personal relationships with them over time. This close-knit and connected approach goes a long way to ensuring a consistent level of quality on every project—but that’s only half the battle.
The remainder is secured through a structured internal process with multiple checkpoints to maintain standards, ensuring clients receive exceptional service regardless of the event or its location. From there, as a staffing agency, it’s all about hiring and maintaining talent, which is done on a daily basis through both recruitment and relationship-building efforts. This lets G of G Inc. offer clients a wide array of contractors, and contracted staff a slew of fresh opportunities. Through this combination of internal processes, the company ensures that they’re able to consistently match the right professionals to each unique event.
As might be expected from a company driven by ambitious, intensive, and personal processes, the drivers and metrics for success are more ephemeral than mere money in versus money out analytics. The easy victories stand out; seeing campaigns supported by G of G Inc. receive awards or features in marketing publications is deeply fulfilling, and the team is honored whenever it happens. However, one of the biggest indicators of G of G Inc.’s success comes from referrals from existing or past clients or contractors. New applications arrive on a weekly basis from contractors referred by past professionals, which is consistently validating and proves thesustainability of G of G Inc’s model. Referrals also happen regularly on the client side, with new clients coming because a trusted peer had a positive experience.
“It’s a wonderful validation that the respect and care we extend to our brand ambassadors and staff is noticed and appreciated,” says Anna. “Hearing that our work has made such a strong impression that people are recommending us to others is incredibly gratifying—it’s one of the most meaningful ways we know we’re making a difference.”
