Alloy Acquires The Partnership

At Purpose Group, our mission has always been clear: we buy, grow, and hold businesses that make the world better while delivering consistent returns.

Our investment strategy involves two types of acquisitions: buying stand-alone businesses, as we did with Gerald Printing in 2023, and buying businesses that become part of an existing portfolio company (often referred to as a “bolt-on” acquisition).

Earlier this year, Alloy, which joined Purpose Group’s portfolio in 2024 and a leader in brand and marketing strategy, acquired Atlanta-based digital agency Hot Sauce. And to build on that momentum, we’re excited to announce that Alloy has added another agency to it’s growing team: The Partnership (TPI).

TPI is Atlanta’s oldest privately-held, full-service marketing and brand communications agency. Operating under the Alloy brand, this strategic merger brings together two award-winning, minority-owned businesses, accelerating market expansion and forming one of the largest, fastest-growing independent agencies in Atlanta. The move reinforces Alloy’s commitment to building a comprehensive, future-ready agency that solves complex client challenges.

The very talented and experienced team at TPI brings a great deal of new and evolved offerings to Alloy, including:

• Enhanced Service Offerings: TPI immediately adds new and strengthened capabilities in communications strategy, brand strategy, brand campaigns, crisis comms, paid media, and data and insights.

• Analytics and AI Product: Alloy gains a proprietary analytics dashboard product from TPI, which offers full-funnel visibility and includes initial AI-driven insights.

• Client Growth and Cross-Sell: The combined client base, given minimal overlap in existing capabilities, creates a vast and diversified group of customers, allowing for an array of services to be offered to help them meet their business goals.

• Marketing and Sales Firepower: The acquisition adds crucial marketing and sales resources that will be vital to a focused effort on new-logo growth and scaling the business in a competitive, consolidating agency landscape, especially given the impact of AI.

Alloy, already recognized as one of Metro Atlanta’s fastest-growing companies, with a three-year revenue increase of 143% and recent ranking on the Inc. 5000 and Atlanta Business Chronicle’s Pacesetter List, now has a team of 75 (a majority of which are located in the Atlanta area).

That kind of growth means more resources, more innovation, and a more powerful partner for our clients.

You can read more about the acquisition on the Alloy website.

Onward—with purpose!