G2 Capital Advisors served as Exclusive Financial Advisor to Match Marketing on its Divestiture of Public Label & Match Retail to Innovatus Capital Partners

Match Marketing Group (“Match” or the “Company”) provides a suite of marketing services focused on driving consumer engagement, brand recognition and sales conversion. The Company is comprised of two business segments Public Label, a creative agency focused on helping brands align with consumer motivations and cultural movements and Match Retail, an agency focused on helping brands become retail ready. Specific service offerings across the two business segments include creative, strategy insights and data analytics, social and digital media, shopper marketing, experiential marketing, merchandising and retail solutions. Match’s client roster includes numerous Fortune 500 Companies, spanning consumer packaged goods, automotive, insurance, service businesses, technology, electronics and retailers. Public Label label is headquartered in Boulder, Colorado and Match Retail is located in Toronto, ON.

Match Marketing Group was developed through a roll up of a collection of marketing agencies prior to Southfield’s acquisition in 2018. When the COVID pandemic hit in early 2020, the marketing and creative agency industry was among many industries negatively impacted. Global stay at home mandates reduced the demand for marketing support to brick and mortar retailers, and mass gatherings and large audience based events were put on hold. Further, the Board of Directors had hired new leadership in Q3’19 to facilitate a strategic re-imagination and modernization of Match’s core offerings through the investment in, and acquisition of, new tools, companies and capabilities.

G2 Capital Advisors, LLC (“G2”) was initially engaged by by the Board of Directors of Match to evaluate strategic alternatives for the Company in service of helping them realize their long term vision, including a current state analysis of the business, assessment of potential growth opportunities and development of capital alternatives. Following thoughtful consideration of the strategic alternatives by all stakeholders, Match’s Board of Directors engaged G2 to pursue a recapitalization of the business with a new source of debt and equity capital under a focusedmarket process.

The transaction was successfully executed on December 23, 2020 through a sale of Public Label and Match Retail to Innovatus Capital Partners, LLC, an independent investment adviser and portfolio management firm, with a private debt and diversified asset based strategy. This acquisition comes on the heals of Innovatus’ purchase of VSA Partners, and in preparation for future acquisitions as they seek to develop a global marketing agency. Both Public Label and Match Retail are experiencing positive momentum since the acquisition, and combined with Innovatus’ vision and capital are poised for strong growth.

Brian Cohen, Chief Executive Officer of Public Label and Match Retail said, “Match had a complicated history that, in turn, made any transaction a difficult one to realize. Though we had a focused vision pre-COVID, the path to realization was less clear once the pandemic disrupted our foundations in experiential and retail. G2’s pragmatic approach, experience in my shoes, and deep subject matter expertise were critical to advising us through a complex and dynamic situation. The outcome was exactly what we were looking for, and the process, partner identification and overall understanding of how to get us there exceeded our expectations from beginning to end. I couldn’t be happier with the outcome and the dedicated support and partnership G2 provided.”

“We are honored to have had the opportunity to work with the Board of Directors of Match Marketing Group”, said Matt Konkle, G2’s Senior Managing Director and Head of Industry Teams. “Brian and his team have built a great business that will continue to prosper under the new partnership with Innovatus Capital Partners. We are excited to see what the future brings for the Company.”

About Public Label
Public Label is a North American creative marketing agency. Made up of an inspired group of enthusiasts from all corners of the marketing world, Public Label’s mission is to help brands recognize and align with consumer motivations and cultural movements. Public Label identifies cultural trends, taps into what people already believe in, and builds stronger brand affinity and loyalty. This results in action that drives conversion, ultimately leading to brand growth. For more information, visit

About Match Retail
Match Retail is a leading sales, merchandising and branded retail agency working for major brands across North America. Inspired by an endless desire to help transform brands so they can be retail ready, Match Retail works with tier one clients to drive conversion in traditional shopping environments through enhanced customer experiences. The agency prides itself on top-notch people and best-in-class training to produce unparalleled execution that it measures with pinpoint accuracy. Learn more at

About G2 Capital Advisors:
G2 Capital Advisors provides M&A, capital markets, and restructuring advisory services to the middle market. G2 offers integrated, multi-product, and sector-focused services by pairing highly experienced C-level executives with specialist investment bankers. G2 aspires to be the trusted advisor of choice to its clients including corporations and institutional investors.

Matt Konkle, Sr. Managing Director, Head of Industry Teams: T: 317.371.6608 E: [email protected]

Jeff Varsalone, Managing Director T: 516.410.6215 E: [email protected]

Pat Reinhardt, Managing Director: T: 508.287.7065 E: [email protected]

Chris Casteleyn, Director: T: 415.531.3138 E: [email protected]

Matt Powers, Associate: T : 940.395.3714 E: [email protected]

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