G2 served as Buy-Side Advisor to PureRed

PureRed, a portfolio company of RFE Investment Partners, has acquired Haddad & Partners


PureRED is a leading marketing, data, and technology partner delivering digital content at scale. With over 50 years of experience, PureRED works with 14 of the largest 25 retailers in the country and provides fully integrated marketing and advertising capabilities for Fortune 500 brands across retail, consumer packaged goods, financial services, and specialty brands. 


Throughout its partnership with RFE, PureRED has grown and evolved as a marketing services business. To deeper serve its customers, PureRED sought additional strategic capabilities across retail marketing, technology-enabled, and analytics solutions. The team enlisted G2’s M&A advisory solution to enhance an extensive organic initiative to expand digital capabilities. 


G2 Capital Advisors, LLC (“G2”) partnered with RFE Investment Partners and PureRed Management as the exclusive buy-side advisor to the Company.  The partnership included a comprehensive strategy definition process to identify accretive growth opportunities and targeted outreach to relevant candidates in the marketing services industry. 


G2’s mandate with PureRED brought a successful acquisition of Haddad & Partners, a leading design and digital agency. The Fairfield, CT-based company maintains a global footprint to deliver design, copy & content, animation, digital delivery, and analytics solutions for multi-national brands in technology, financial services, and consumer products industries.

“This is a great day and we are energized about the possibilities this new partnership affords our clients and teammates,” said Brian Cohen, CEO at PureRED and H&P. “H&P’s expertise in content creation, innovation, and digital delivery complements PureRED’s technology, data, and creative offerings seamlessly. DJ and his team have built an impressive company, and their culture aligns perfectly with ours. The future is bright for all of us.”

“This is the next evolutionary step for H&P and we’re beyond excited to be taking it with PureRED. This move expands our talent pool and capabilities, and it also provides our clients with plenty of new offerings, while giving our global team some amazing opportunities for growth,” said DJ Haddad, Founder and Chief Creative Officer at H&P. “We look forward to the exchanging of cultures and ideas between our two companies and the benefits it’ll bring to all of our clients.”

Andrew Keleher, Director of Business Development at G2 Capital Advisors, and lead contact on G2’s engagement with RFE and PureRED added, “It is incredible to see these businesses join together. Through our close relationship with RFE, we built a robust strategy to support PureRED via add-on acquisitions. It is exciting to see how well DJ and Haddad & Partners fit that strategy, and we are thrilled to see how the businesses will continue to strengthen each other as a combined organization. G2 is looking forward to supporting continued growth for the organization in 2023.” 

About PureRED

PureRED is an award-winning, 600+ associate, PE-owned advertising, marketing, and technology company that creates and distributes digital content at scale for 14 of the largest 25 retailers in the US and provides Fully Integrated Advertising and Marketing solutions for Fortune 500 Consumer and Retail brands.

About Haddad & Partners

Haddad & Partners is a full-service, global creative agency made up of a veteran team of problem solvers, designers, copywriters, animators, developers, video producers, and all-around doers. Since 2007, they’ve worked tirelessly for some of the world’s biggest brands, such as Microsoft, Amazon, TD Bank, Fannie Mae, and Total Wine & More, in generating innovative and measurable creative campaigns while never losing sight of the importance of maintaining a highly collaborative remote working environment. 

About RFE Investment Partners 

RFE Investment Partners is a private equity firm focused on making control investments in established small market companies located in the United States. RFE is a long-standing firm founded in 1980 with over 40 years of experience investing in the lower middle market. RFE’s investment strategy is to transform its portfolio companies from the lower end of the market to fully professionalized and market-leading middle-market companies. RFE is currently investing out of Fund IX. 

About G2 Capital Advisors

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


Andrew Keleher, Director, Business Development T: 860.748.6480 E: [email protected]

Ben Stevenson, Associate: T: 412.680.9100 E: [email protected]

Jeremy Caulkins, Associate: T: 585.645.4472 E: [email protected]

Jereme LeBlanc, Managing Director, Buy-Side T: 917.541.5164 E: [email protected]

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