PureRed

Situation

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.

Engagement

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.

Outcome

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.”