When G of G Inc opened its doors in Toronto in January 2009, the experiential marketing industry in Canada looked very different than it does today. Large agencies dominated national campaigns, while smaller firms struggled to scale beyond local markets. Sixteen years later, G of G Inc has established itself as a trusted staffing partner across Canada and the United States while maintaining a service model that feels personal, deliberate, and deeply attentive to detail.
Founded by Jennifer Hing after years working within large corporate environments, the company was built on a clear premise. Event staffing should never feel transactional. Each activation, whether a single in store demo or a cross country tour, deserves focused attention and accountability. That philosophy has guided the firm from its earliest days recruiting brand ambassadors across Canada to its current operations with offices in Toronto, New York, and San Diego.
Jennifer Hing’s path into experiential marketing was shaped by early exposure to competitive environments and public facing roles. Growing up in Pickering, Ontario, she balanced academics with modeling, pageants, and travel. After being crowned Miss Teen Globe in 2003, opportunities in entertainment followed, but Hing made a deliberate choice to pursue higher education at the University of Toronto while continuing to work in promotional industries.
That combination of field experience and academic training became the foundation for G of G Inc. Hing recognized a gap between what clients expected from staffing partners and what they often received. She saw inconsistent talent quality, limited follow through, and a lack of respect for on site teams. When she launched G of G Inc in 2009, her focus was on recruiting people with strong interpersonal skills, reliability, and professionalism rather than simply filling positions.
Within the first month, the company had assembled a roster of more than one hundred promotional representatives across Canada. Early contracts with national brands validated the approach and allowed the business to scale quickly without compromising standards.
One of the defining characteristics of G of G Inc is its insistence on delivering boutique level service regardless of program size. According to the leadership team, every engagement is treated as if it is the company’s sole priority. That mindset informs how accounts are staffed, how communication is handled, and how issues are resolved in real time.
While the company has the infrastructure to support nationwide and international programs, its approach remains hands on. Dedicated account coordinators oversee campaigns from planning through execution. Clients are never passed between departments without context. Whether managing a single market activation or a multi city tour, the objective is consistent support and clear accountability.
G of G Inc works across a wide range of industries including food and beverage, technology, automotive, and consumer goods. That diversity requires staffing strategies that are adaptable rather than standardized. The company offers clients multiple ways to engage in the selection process. Some prefer a fully managed approach, trusting the internal team to curate and present final rosters. Others want visibility into the full applicant pool, complete with written profiles and optional video submissions.
For high profile events requiring strong customer facing skills such as emcees, spokespersons, or brand ambassadors, screening criteria become more rigorous. Communication ability, on camera presence, and brand alignment are evaluated carefully. Smaller community focused events may prioritize local knowledge and approachability. By adjusting recruitment methods to fit each scenario, the company ensures talent placement supports the specific objectives of the activation.
As a women led and minority founded organization, G of G Inc places significant importance on representation within its teams. Leadership views diversity not as a trend but as a reflection of the communities brands are trying to reach. The company actively seeks partnerships with clients who value inclusive hiring and authentic representation.
This commitment extends to building event teams that mirror real world audiences. LGBTQ plus individuals, visible minorities, and people from varied backgrounds are intentionally included across roles and markets. Leadership believes this approach leads to stronger connections with consumers and more credible brand experiences.
The decision to expand into the United States was driven largely by client demand. Many brands operating in Canada were also executing programs south of the border and wanted a single staffing partner capable of delivering consistent service across markets. With offices now established in New York and San Diego, G of G Inc supports activations ranging from single city launches to nationwide tours.
Cross border capabilities have allowed the company to participate in larger and more complex programs including major sporting events and large scale brand experiences. Centralized coordination means clients no longer need to manage multiple local agencies. Instead, they work with one team that understands their standards and expectations across all locations.
A key strength of G of G Inc lies in its long standing relationships with independent contractors. Many brand ambassadors have worked with the company for years, drawn by clear communication, timely payment, and organized event execution. Internal teams maintain detailed performance notes on each staff member, documenting strengths, preferences, and past experience.
This institutional knowledge allows for thoughtful placement. Staff members who excel at children’s events are not placed in alcohol activations. Those who perform best outdoors are matched accordingly. Clients often request the same ambassadors for repeat programs, creating continuity and reducing onboarding time.
For many brand ambassadors, event staffing serves as a stepping stone rather than a destination. G of G Inc has seen numerous team members transition into full time roles with client organizations in areas such as production, operations, and business development. Live events provide exposure, networking opportunities, and practical experience that often lead to longer term careers.
Even when staff move into other industries, relationships continue. Former ambassadors frequently recommend G of G Inc to new employers or agencies, creating a cycle of trust and referral that benefits both the company and its clients. Leadership views this outcome as a measure of success, demonstrating that staffing programs can contribute meaningfully to professional growth.
Philanthropy and community involvement are integrated into the company’s broader mission. G of G Inc prioritizes partnerships with organizations that practice inclusive hiring, sustainability, and ethical operations. When opportunities arise to support charitable initiatives, the company participates actively rather than treating such efforts as optional extras.
Leadership emphasizes that community engagement is a responsibility tied to business success. By aligning with partners who share similar values, the company aims to contribute positively to the industry and the communities it serves.
The COVID period represented one of the most challenging chapters in the company’s history. With events cancelled overnight, uncertainty defined the months that followed. G of G Inc responded by working with clients to redirect budgets into alternative activations such as hybrid programs, mystery shopping, and merchandising initiatives.
These adaptations allowed brands to maintain visibility while restrictions limited in person engagement. The experience reinforced the importance of contingency planning, financial reserves, and proactive communication. Today, the company operates with a heightened awareness that conditions can change rapidly and preparation is essential.
Recent years have marked significant growth. In 2025 alone, the company supported more than eight thousand individual shifts and opened a satellite office in San Diego. Plans are underway to continue expanding thoughtfully, with Chicago identified as a potential next market and Mexico City under consideration to meet client demand.
Despite growth, leadership remains committed to the same principles that defined the company’s early days. Every client matters. Every event matters. And every team member deserves respect and support.
G of G Inc stands as an example of how experiential marketing firms can scale without losing their sense of responsibility to clients and staff. By prioritizing relationships, maintaining high standards, and adapting thoughtfully to change, the company has built a reputation grounded in consistency rather than spectacle. As the industry continues to evolve, that steady approach may prove to be its most enduring strength.
