G-WHiZ! launched as an integrated, multi-disciplinary
marketing company specializing in communications for the youth market.
The company said it offers clients a full range of services including
traditional advertising and media; direct and promotional marketing; Internet
and interactive content and proprietary research and brand planning.
G-WHiZ! joins a roster of over a dozen independent specialized communications
and marketing services companies of Grey Advertising.
Barbara Martino, 37, has been appointed president of G-WHiZ! and leads an
initial staff of 12 professionals. Martino has extensive experience at Grey
in building youth brands for clients such as Parker Brothers, Konami Video
Games, Kenner and M&M/Mars.
Earlier in her career, she was instrumental in the launch of the Nintendo
Entertainment System at McCann-Erickson and later oversaw the $40 million
Milton Bradley account at Griffin Bacal.
“Clients with youth-oriented brands have expressed the real need for
specialized communications solutions, ideas that transcend single mediums to
reach young consumers at multiple points of contact with their brands,”
Martino said. “G-WHiZ! represents a new paradigm for achieving greater
“We are delighted with the entrepreneurial initiative of our people who conceived
this startup,” said Edward H. Meyer, chairman, president and CEO of Grey Advertising. “Their collective experience building youth brands coupled with
their deep understanding of both the target’s mindset and the needs of
today’s marketers have led them to break new ground with G-WHiZ!”
Martino added that: “Our comprehensive approach to youth marketing, called
SIGNAL, yields a deeper understanding of youth lifestyle, by pinpointing the
key psychological drivers of their behavior. These insights into the youth
mindset propel creative and media placement that forges a tighter bond
between the young consumer and the brand.”