GMX was founded in 2013 and is a joint venture business between Mike Frost  (previously MD of Empire Media) and Generation Media’s MD, Dean Weller. Both are Directors and shareholders of GMX.

Generation Media Exchange

The Company is a partner Business to Generation Media, enabling a unification of key resources, 70 years of expertise and award-winning support systems.

GMX is run from regional offices in Wales but is ‘Headquartered’ in London.

GMX’s key USP is derived from high level client servicing and expert industry knowledge from two of the most knowledgeable European Children and Toy Media Experts supported by market leading media pricing and insight.

The Combined media buying billing of GMX and Generation Media forms an operation that is the undisputed largest TV buying point in the Toys and Games space in the UK and Irish markets with approximately 25% market share of TV Airtime spend. (2013 Barb).

Our Vision

GMX’s specific expertise lies in the deep understanding of the consumer experience of buying Toys and Gifts, whether that be the traditional high street or retail park route (Bricks) or via the ever-growing Online space (Clicks).gmx-visionpage1

GMX is unique in comparison to its rivals, given its awareness of what’s really going on from shop level to national trends – few competitors can claim to conduct hundreds of store checks a year, as well monitoring the popular national and regional press titles daily, on behalf of their clients.

Mike Frost has worked as an advertising, marketing manager for retail, and online companies, so has first-hand experience of the challenges facing modern retailers. It has been said that what Mike doesn’t know about toy retail isn’t worth knowing!

gmx-visionpage2Dean Weller was a previous board Account Director on the Toymaster toy retail chain business, and is responsible for creating and building Generation Media into the UK’s number 1 specialist Toys & Games media agency.

GMX may operate on a smaller scale than Generation Media, but has certainly not been designed to be a Generation Media-Lite. All Generation Media philosophies and successful systems have been embodied into GMX, allowing its clientele to benefit from senior account management, and gain access to trusted advisors within a compact and dedicated media agency.gmx-visionpage3

GMX recognises that quality TV airtime is the key driver to achieve volume sales but does not plan this medium in isolation. GMX uses retail knowledge and expertise more effectively than anyone else to evaluate all the available media routes to provide a 360 approach in answering and shaping client briefs.
The Company is at the forefront in of incorporating the latest research tools in the use of Newspapers, Door to Door & Direct Mail/Marketing  (sometimes the forgotten medium) and is successfully building campaigns for clients to maximize potential sales within designated campaign objectives.

Insight and the Digital Space

Knowledge has always been associated with power and GMX is a partner business to iGen Insight , the UK research company serving the Kids, Youth and Parent Space.

GMX-Insight and the Digital Space

GMX has full access to iGen executives and its quantitative and qualitative resources. iGen is run by Lucy Gregory, ex Head of Insight at Turner Broadcasting.

It’s a fact that 36% of kids now own their own tablet computer. With proven tech proliferation like this, Digital is an area that toy marketers simply can’t ignore. GMX’s digital expertise is provided by Generation Media’s digital trading division nGen and is an essential part of the GMX offering. GMX leads the way in driving new thinking in the negotiation and selection of media designed to effectively reach children aged 3-11, their older siblings and of course their parents and other giftgivers.

Our Services

  • Harrogate Nursery Fair

    Harrogate Nursery Fair Today we went up to the Harrogate Nursery Fair. It was a fun filled day speaking to clients and looking around to see what is new on the nursery market. Exciting to see new companies are entering the market! Next one coming up for us is the Baby Show in Birmingham. Let us know if you are around! Read More

  • How mums are spending their daily lives in 2014

    How mums are spending their daily lives in 2014 We were really interested to read the results from the latest IPA Touchpoints5 data which illustrates how mums are spending their time day-to-day… It seems they are happiest at 7.30pm. Night, night children! Full report can be found Read More

  • World Water Day

    World Water Day At my children’s school, they marked World Water Day by raising money for Water Aid. They let the kids where mufti … BLUE mufti… if they paid a pound. A nice way to help create a memory through a change in routine, making it fun and linking to a clear message – “Water is the most important Read More

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The Team

  • Dean Weller

    Dean Weller Managing Director

  • Mike Frost

    Mike Frost Director

  • Dan Chrystie

    Dan Chrystie AV Media Executive

  • Jonathan Chambers

    Jonathan Chambers Head of AV Investment

  • Martin Doyle

    Martin Doyle Head of Digital

  • Lauren Coombs

    Lauren Coombs Head of AV Engagement

Contact Us

gmx-visionpage5If you feel GMX is the kind of company  that can help drive your Business forward please get in contact with either Mike Frost or Dean Weller for a confidential discussion on what we can offer.


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Contact Us: Mike Frost 07808 580716
Dean Weller 07525 651380
Office 0207 307 7900

Address: 87 New Cavendish Street, London,
W1W 6XD.