Strategy & Creative Advertising Shop

Giants & Gentlemen is a strategy and creative advertising shop doing stand-out work backed by smart strategic thinking. As entrepreneurs, we bring a grow or die philosophy to help brands tower like giants, while always acting like gents.

In Spring 2017, G&G launched a new division, Brave Productions. From the most simple video to a Super Bowl spot; we do it all. Our production team is experienced in all styles: animation, SFX, comedy and storytelling.

 
$100,000+
 
$150 - $199 / hr
 
10 - 49
 Founded
2012
Show all +
Toronto, Canada
headquarters
  • 411 Richmond Street East
    Toronto M5A 3S5
    Canada

Portfolio

Key clients: 

Royal Bank of Canada, Beaverbrook Communities, Days Inn, Wyndham Hotel Group, Park N' Fly, Daisy Intelligence, Inaria, Niagara Falls Craft Distillers, Indie88, Global Pet Foods, Dr. Oetker, Santa Rite, Seven Oaks, Fisherman’s Friend, Circle K Convenience Stores & Mac's Convenience Stores, and MTY Food Group: Mucho Burrito; see our full list at giantsandgents.com

Mac's - You Are What You Froster

You’ve heard it before from your mother: “You are what you eat.” Turns out, you are what you Froster, too. We brought the campaign to life by creating wacked out characters that personified the popular Mac’s Froster flavours themselves. And then we gave people the ability to actually turn into select slushy flavours by warping their faces on Snapchat.

AWHL - Domestic Abuse Exposed

Many people don’t realize how rampant domestic abuse is in Canada. On any given night, 3,491 women sleep in shelters because it isn’t safe at home. Even more shocking is that every six days a woman is killed by her intimate partner. To help expose the gravity of this issue and raise more awareness, we opened the blinds on this often overlooked issue by simulating a violent spousal assault for passersby to witness first-hand.

19 Crimes - Good Advice From Bad Guys

Treasury Wine Estates approached us with an already compelling brand, and it was up to us to bring it to life. We employed a character that had qualities most guys admire: The bad guy. They have style. They’re smart. They’re self-made and tough. Bad guys know how to live right. So we created an entirely digital campaign where bad guys gave advice on things like fashion, exercise, social situations and of course cooking – all

with a distinctively criminal twist. From our campaign, 19 Crimes grew over 400% in Canada year-over-year.

Fisherman's Friend - Suck It Up

What ever happened to those tough people throughout the ages?
The people that wouldn’t let the common cold or sniffle stop them from
living their life? Fisherman’s Friend reminds us that despite our whiny
nature today, we can still be tough when facing a cold. So quit your
complaining and suck it up.

G&G Highlight Reel

We are a full-service, strategy & creative advertising agency offering stand-out
ideas and zero attitude. As entrepreneurs, we bring a grow or die philosophy to help brands tower like giants, while always acting like gents.

Reviews

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Strategy & Branding Consulting for Pizza Manufacturer

“They challenge and push us, but at the same time, they’re very respectful of our opinions.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. 2018 - Ongoing
Project summary: 

Helping a business take on a new perspective, Giants & Gentlemen developed a brand strategy and helped with other creative campaigns.

The Reviewer
 
10,000+ Employees
 
Toronto, Canada
Peter Macdonald
Executive Head of Marketing, Dr Oetker Canada Ltd
 
Verified
The Review
Feedback summary: 

The in-house team is happy with the quality of Giants & Gentlemen’s work and their unique approach. Giants & Gentlemen went above and beyond to work with the internal approval processes, while their creativity helped them accomplish exceptional results.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm the head of marketing at Dr Oetker Canada Ltd.  We're the largest manufacturer of pizza in Canada.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Giants & Gentlemen?

We were looking for an agency that would help us take a new perspective on our business and develop a brand strategy.

SOLUTION

What was the scope of their involvement?

Originally, we wanted Giants & Gentlemen to help us with one of our brands. They came up with a great creative campaign, so we asked them to take on other creative and strategic challenges.

What is the team composition?

They bring in as many resources as they need for any given project.

How did you come to work with Giants & Gentlemen?

We were looking for a smaller agency. We found Giants & Gentlemen's approach very appealing, so we decided to choose them.

What is the status of this engagement?

We started working with them in March 2018, and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They disproportionately helped our business. We're very happy with their work.

How did Giants & Gentlemen perform from a project management standpoint?

We're a very demanding client. We often have to get approval from our internal stakeholders and our parent company, so we were clear from the beginning about our expectations and the timeline. Giants & Gentlemen has been very good about adhering to our requirements.

What did you find most impressive about them?

They challenge and push us, but at the same time, they’re very respectful of our opinions. It is the balance between those two factors that make them a great agency.

Are there any areas they could improve?

No. We’ve had a great experience with them.

Do you have any advice for potential customers?

They have a unique approach, so give them creative freedom. You're not going to maximize the benefit you get from them if you're too prescriptive about what you're looking for.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Everything has been on time and on budget.
  • 4.0 Cost
    Value / within estimates
    They're a premium agency. They stick to their estimates and provide a great value.
  • 5.0 Quality
    Service & deliverables
    They performed exceptionally well compared to the other companies we had worked with.
  • 5.0 NPS
    Willing to refer

Advertising for Pet Retail Stores

“They’re always available if we have questions and maintain quick and open communication.”

Quality: 
4.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Sept. 2017 - Ongoing
Project summary: 

Giants & Gentlemen works on numerous projects, including a rebranding campaign, fundraiser, and website redevelopment. They write copy for social media posts and manage both national and local promotions.

The Reviewer
 
201-500 Employees
 
Brampton, Canada
Alexandria Arnott
Marketing & Communications Coordinator, Global Pet Foods
 
Verified
The Review
Feedback summary: 

Giants & Gentlemen quickly grasped the business goals and objectives, presenting a phenomenal pitch for the brand redesign. They’re highly organized and manage the project well, giving updates on progress and setbacks. The entire team is friendly and positive, fostering a great working relationship.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing and communications coordinator for Global Pet Foods, a franchise chain of specialty retail stores all across Canada.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Giants & Gentlemen?

We had one person in-house who was managing all of our marketing initiatives from local store events to national campaigns. It was a lot of work for one person, so we needed a marketing company to help manage the projects.

SOLUTION

What was the scope of their involvement?

Giants & Gentlemen is currently working on a few projects, one of them being a national scratch-and-win promotion that’ll be implemented across local stores. They’re also revising our entire website and managing our social media. I oversee all the comments and customer questions, and they come up with stories and write the copy for our posts.

The first project we worked on was our national Show Us Your Heart campaign, which is a fundraiser to raise awareness and donations for local animal shelters and charities. They managed all the creative aspects and worked directly with the printer to get all the point-of-purchase material kits shipped directly to our stores.

Since then, we’ve done a brand relaunch, changing our name, logo and tagline, and they took care of all the creative. We also do a few smaller in-store promotions, and Giants & Gentlemen helps brainstorm some of those.

What is the team composition?

We normally work with three people, but sometimes people from other departments will jump in. For example, I’ve been working closely with their developer because of the website project.

How did you come to work with Giants & Gentlemen?

Their presentation and pitch for our brand redesign stood out from all the others, so we hired them.

What is the status of this engagement?

We began working together in September 2017, and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve been doing the Show Us Your Heart campaign for almost 10 years, and this year we had Giants & Gentlemen put together Facebook, Instagram, and digital ads. Their work resulted in our digital donations increasing by 10 times from the previous year.

How did Giants & Gentlemen perform from a project management standpoint?

They’re always available if we have questions and maintain quick and open communication. They manage the projects well and are highly organized.

What did you find most impressive about them?

There’s a large learning curve when you begin working with a new partner, but Giants & Gentlemen understands our business incredibly well. They picked things up quickly and are incredibly easy to work with. I enjoy our daily conversations because their team is so personable and friendly.

Are there any areas they could improve?

No, I can’t say enough good things about them.

Do you have any advice for future clients of theirs?

Be honest and open about what you want and your limitations. Keep your instructions clear, and they’ll do great work.

5.0
Overall Score They're incredible to work with and have excellent creative ideas.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They meet our deadlines. Any delays are our fault.
  • 4.0 Cost
    Value / within estimates
    I don't have anything to compare it to from other companies.
  • 4.0 Quality
    Service & deliverables
    Occasionally, I have to request the same change on a piece of creative because something gets missed.
  • 5.0 NPS
    Willing to refer
    If I could give more than a five, I would.

TV Creative for Hospitality Company

"[T]hey come up with things you never would’ve thought about, but they’re based on great brand insights."

Quality: 
4.0
Schedule: 
4.0
Cost: 
4.0
Willing to refer: 
4.0
The Project
 
Confidential
 
Jan. 2014 - Apr. 2016
Project summary: 

Giants & Gentlemen developed two TV creative campaigns, aiming to put "heads in beds" for a major hospitality brand. The team handled everything from ideation to filming.

The Reviewer
 
10,001 + Employees
 
Toronto, Canada
Marketing Manager, Hospitality Group
 
Verified
The Review
Feedback summary: 

Both campaigns successfully drove up hotel bookings, and one campaign won several awards.  Giants & Gentlemen was hands-on, organized, and responsive to feedback. They involved internal teams in every process and were highly creative

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

We are the master franchisor for the Days Inn, Motel 6 and Studio 6 brands in Canada, and I am the senior director of marketing. All of our hotels are independently owned and operated. There are over 110 Days Inns across the country, and over 30 Motel 6 and Studio 6 locations across the country. We have about 25 employees that are part of our corporate team.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Giants & Gentlemen?

We approached them several years ago for our Days Inn brand. We were really looking for a unique agency that could break through the clutter of hotel ads that were already in the market. At the end of the day, we always want to put heads in beds.

SOLUTION

What was the scope of their involvement?

We have completed two different campaigns with them so far. Days Inn is part of the Wyndham Hotel Group’s (WHG) portfolio of brands. WHG has also worked with Giants & Gentlemen on their own campaign for Days Inn locations in the United States. Both of our projects were included creative development for TV.

The first campaign we did was called Dad Pad Thai, and we were really looking to target the business traveler—not necessarily just the suits and ties, but trade professionals, small business owners, basically anyone who travels for work. The second campaign was for the same audience. Giants & Gentlemen did everything, from concept creation all the way through to filming. There were multiple Gents on site every step of the way, and they run a very detailed briefing process. They came back to us with several ideas. We liked a lot of them and worked together to find the best solution to meet our goals.

How did you come to work with Giants & Gentlemen?

There’s a magazine in Canada called Marketing Magazine. The magazine published an article on new, emerging agencies that were unique and up and coming. We were in the process of selecting a new agency to work with and brought Giants & Gentlemen in for a meeting. We brought in several agencies, and in the end of our process, we knew Giants & Gentlemen were the best fit for us. They have this great slogan of, "Be brave, be decent," and the really spoke to us. 

How much have you invested with Giants & Gentlemen?

I’d leave that one off the table. I will say that their pricing is very reasonable.

What is the status of this engagement?

We started working with them on the first campaign in January of 2014. The second campaign ran from February to mid-April of 2016.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We got a lot of coverage on the first campaign, and it really did move the needle as far as room nights. We were very happy with the results. That campaign also won several awards for Giants & Gentlemen. The second campaign also did very well. It was a little less edgy than the first one, but it still performed really well. We received a lot of feedback from our franchisees, and generally they liked the campaign.

They’re a fantastic agency, and they really are more about client service. They’re constantly answering questions, bringing you into detailed meetings. It’s a step-by-step process with them, and they are very good about taking their clients through every process.

How did Giants & Gentlemen perform from a project management standpoint?

This is where they really excel. One of the things I like about them is that they are a really hands-on agency. They involve their clients every step of the way. With the ideation and presenting their ideas, they handle feedback very well. On the execution front of project management, they are highly organized. We have multiple agency representatives at each step, whether we’re recording the sound, on set, or actually shooting and testing. It’s a very hands-on process.

They respond well to feedback, and that’s part of why we like them so much. They live their slogan of ‘be brave, be decent’ well and fully, and they are a decent agency to work with. When we give feedback, they give us several options of how they interpreted our feedback and suggestions on how they can follow through with it.

What did you find most impressive about Giants & Gentlemen?

They are highly creative, and the ideas they come up with are things you never would’ve thought about, but they’re based on great brand insights.

Are there any areas Giants & Gentlemen could improve?

No. We’re really happy with them.

4.5
Overall Score They’re a great agency and very hard-working.
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They’ve met all our deadlines, and they’re highly organized.
  • 4.0 Cost
    Value / within estimates
    They’re very reasonable.
  • 4.0 Quality
    Service & deliverables
    They work extremely hard around the clock.
  • 4.0 NPS
    Willing to refer
    They’re great. It’s very hard to do things perfectly from our perspective. We always leave room for improvement, but I highly recommend them.

Branding for Convenience Stores

"They can deliver something interesting that drives interest and engagement for that target."

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2014 - Ongoing
Project summary: 

Giants & Gentlemen provided branding, marketing, and creative strategy for several campaigns to increase the brand's transaction count. Services included social media, radio or out-of-home.

The Reviewer
 
501-1000 Employees
 
Ontario, Canada
Hina Mian
Marketing Manager, Mac's Convenience Stores
 
Verified
The Review
Feedback summary: 

Giants & Gentlemen’s work brought more visibility to the brand than any years past, and their campaigns outpace expected results, especially in Snapchat. Sales have increased 40%. The team understands target audiences and has won awards for best campaigns. Their creativity is uninhibited by budget.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager for Mac’s Convenience Stores. My role encompasses all marketing activities to support various brands within our company. Not only do I handle the branding components of Mac’s, but also a lot of proprietary brands, which encompass frozen beverages, fountain beverages, dairy, private brand, confectionaries, salty snacks, and vendor partnerships.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Giants & Gentlemen?

I was reviewing a few different agencies to find the right partner for our Froster brand, which is a frozen beverage program catering to a millennial audience with a big focus on the 17-year-old male. We wanted to increase transaction count for that brand.

SOLUTION

What was the scope of their involvement?

We started with reinvigorating the Froster brand, and that had to do with our in-store execution as well as anything from a traditional and digital media perspective. We worked a lot on the theater of the program in the store, and we developed radio, out of home, and social campaigns, with a big focus on Snapchat, and different digital tactics. We also delved into Instagram and Facebook. Giants & Gentlemen did both strategy and creative on 6 or 7 different campaigns.

How did you come to work with Giants & Gentlemen?

We considered several agencies, and we chose them after looking at the creative work they had done prior to that. I think the team dynamics of their leadership were also a factor. I thought they were the right fit for a brand like Froster based on what I was looking at from a creative talent perspective and the other work they had done.

How much have you invested with Giants & Gentlemen?

I’m guessing we’ve spent over $600,000.

What is the status of this engagement?

I think we started working together in 2014, and our relationship is ongoing. We are currently working through another Froster program for the year.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

When I partnered with them, we looked at rebranding the Froster program within Ontario, which was received very successfully in year one. By year three, we had the best Froster year that we’ve had in over 5 years. We outpaced benchmarks with our Snapchat campaign. We also saw a lift in sales during that campaign of about 11% that was specifically attributed to that. We’ve seen an increase of over 40% in sales.

I think they understand the target audience and deliver on-target with an engaging campaign that has viral components to it. They can deliver something interesting that drives interest and engagement for that target. So, it was received very well both internally and by our customers.

How did Giants & Gentlemen perform from a project management standpoint?

So far, so good. We have weekly calls, and the account coordinator really manages every project, making sure to keep me abreast of the status of everything. They’ve always delivered on time and within budget.

What did you find most impressive about Giants & Gentlemen?

I think the creativity they bring to the table really makes them stand out. Considering the budget and some of our tight timelines, they got a good understanding of the target and then delivered on something incredibly creative.

Are there any areas Giants & Gentlemen could improve?

Nothing comes to mind right now.

5.0
Overall Score I think it’s been a really positive relationship. Every project has met its deliverables and has been well-handled. I’ve had the confidence that they’re going to provide great quality work.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’ve been pretty consistent in meeting their deliverables, from both a timing and budget perspective.  
  • 4.0 Cost
    Value / within estimates
    They’re a bit on the expensive side, but when you see the ROI and them meeting all the objectives of the program, it’s been really good.
  • 5.0 Quality
    Service & deliverables
    We’ve had incredible results with the campaigns we worked on together. One of those campaigns received the Best Integrated Marketing Campaign Award and the Best Social Media Campaign Award through the IAB (Interactive Advertising Bureau).
  • 5.0 NPS
    Willing to refer
    I’m doing that right now.