Situation

Throughout its partnership with RFE, PureRed has grown and evolved as a marketing services business, both organically and through M&A. In 2021, G2 Capital Advisors, LLC (“G2”) served as the exclusive buy-side advisor to the Company culminating in its acquisition of Haddad & Partners. G2 continued its strategic financial advisory role to the management team during PureRed’s sale process to Inspired Thinking Group (“Team ITG”). 

Engagement

When G2 first partnered with RFE and PureRed 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. Over the three-year partnership, G2’s advisory role evolved as PureRed and RFE evaluated strategic sale opportunities, ultimately resulting in their acquisition by Team ITG in early 2025.

Outcome

G2 successfully collaborated with PureRed for over three years, providing strategic guidance and support in executing a dynamic M&A strategy aimed at expanding the Company’s service offerings and client base. This effort ultimately culminated in a successful sale to Team ITG. The transaction marks a highly favorable outcome for all parties, enabling PureRed to accelerate its growth with a new strategic partner while establishing Team ITG’s presence in the United States.

Brian Cohen, CEO of PureRed, stated, “The G2 team’s expertise, industry knowledge, and dynamic approach were instrumental in driving PureRed’s growth over the past few years, they have truly been an extension of our team. We are excited to embark on this next chapter with Team ITG as our new partner and look forward to continued growth and innovation together.”

“We are proud to have partnered with PureRed and RFE over the past three years and are delighted that they have found the ideal partner in Team ITG to drive the Company’s continued growth,” said Andrew Keleher, Managing Director at G2. “This ongoing relationship underscores G2’s flexible advisory approach, as well as the breadth of our product offerings”