Six Pillars Partners Leads Recapitalization, Merger to Form ‘Largest Gaming-Focused Creative Agency’

The agencies, Red Square Agency and Foundry, have formed Good Giant, the largest gaming-focused creative agency in the nation. Outside of gaming, Good Giant selectively works with brands in healthcare, consumer packaged goods, finance, and technology.

Addison-based Six Pillars Partners led the recapitalization and merger of two independent marketing agencies, Red Square Agency and Foundry, to form Good Giant.

As a newly combined platform, Good Giant is the largest gaming-focused creative agency in the country, according to a news release. Six Pillars, a growth-focused private equity firm, announced the deal in June.

The PE firm said the transaction was completed in partnership with Merit Capital Partners and active owners and managers, Rich Sullivan Jr. and Jim Bauserman. No financial terms of the deal were disclosed.

Good Giant provides comprehensive and reoccurring digital and traditional marketing services on a retained basis, and often acts as the outsourced marketing arm for its clients, according to a statement. Outside of gaming, Good Giant selectively works with brands in healthcare, consumer packaged goods, finance, and technology, Six Pillars said.

“We, alongside our long-time partner Merit, are fortunate to partner with Rich Sullivan and Jim Bauserman. Both thoughtfully scaled premier marketing agencies each with a unique and differentiated service offering tailored to the same high-velocity, nuanced gaming vertical,” Teddy Saltzstein, managing director of Six Pillars Partners, said in a statement.

“But more importantly, and something that jumped off the page immediately to us, is they are great people who are intentional about doing the right thing and passionate about growth through investment in people, process and technology,”

Saltzstein says those qualities are manifested in the Good Giant name itself and how the company serves its clients.

Red Square Agency was founded by Richard Sullivan, Sr. in 1977 in Mobile, Alabama, and in the past decade, it has added offices in Chicago, Illinois and Tulsa, Oklahoma and accumulated a diverse portfolio of clients. Foundry was founded in Reno, Nevada in 1993 by Jim Bauserman, and has represented a broad portfolio of clients, including gaming titans and non-gaming clients.

Based in Mobile, Alabama, Good Giant has additional offices in Chicago, Illinois, Reno, Nevada, and Tulsa, Oklahoma. Its select clients include Agua Caliente Casinos, Caesars Entertainment, Cherokee Nation Entertainment, Coeur d’Alene Casino, Fanduel, Flipboard, Foxwoods Resort Casino, Hard Rock Casinos, Hilton Worldwide, Inn of the Mountain Gods, Patreon, Reno Rodeo, Rivers Casinos, Snickers, and Wind Creek Hospitality.

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