Good Giant Is a Safe Bet

Merger creates one of the largest U.S.-based advertising agencies focused on a unique set of industries. 

Did you know that Mobile is home to an award-winning, full-service marketing and advertising agency specializing in gaming, hospitality, sports and entertainment with offices and employees spread across the country? Formed out of a merger between two companies with overlapping industry experience and similar company cultures, Good Giant is staying true to its mission while now focusing on agency growth.

Offering strategy, brand and creative, web and digital, media and public relations services to the local area and beyond, the company’s mission is to build the most loved brands in the gaming, hospitality and tourism industry.

Good Giant was formed in June 2022 after the merger of two successful independent advertising agencies: Red Square Agency — based in Mobile — was founded in 1977 by Richard Sullivan Sr., and Foundry — based in Reno, Nevada — was founded in 1993 by Jim Bauserman. The two agencies had similar industry experience and concentration areas, often being invited to the same pitches and attending the same industry events. After the uncertain times experienced in 2020 and into 2021 with the COVID-19 pandemic, the two agencies merged. The result: Good Giant became one of the largest agencies in the U.S. focused on the gaming, hospitality, sports and entertainment sectors.

The merger period offered some basic challenges, which the group was able to navigate. Sarah Jones, president and COO of Good Giant, said:

“Anytime you combine two independent companies there will be challenges. Once the big decisions were made around company branding, the software and tech platforms to be used and leadership roles, there were still a thousand small decisions: formatting of email addresses, title consistency, how files are named, integral acronyms etc. The first year post-merger focused on retaining our top talent and clients. The next phase focused entirely on operations.”

Preserving the agencies’ cultures was a natural process, as they were already similar, and Good Giant has been able to look back over the few years to review its successes. Jones said:

“Luckily, both companies had similar cultures prior to the merger: a strong belief that our people are our biggest asset, dedication to delivering great work to our clients and not taking ourselves too seriously. We’re consistently invited to pitch in the gaming and hospitality space, and we’ve been fortunate to retain clients from pre-merger. Now that we’re past the change management phase from the merger, we’re focused on growth.”

As home to Red Square, Mobile was retained as Good Giant’s corporate headquarters, with several of the agency’s executive team members and key directors based in the area. Rich Sullivan Jr. took over the Red Square Agency in 2004 and was the active CEO through the growth of the agency, the merger and into today.

Good Giant has a full-time staff of 90 employees with a strong pool of freelance talent that can be plugged in on a project as needed. With offices in Mobile; Reno; Tulsa, Oklahoma; Las Vegas; and Chicago, the company is now able to offer a “deeper bench of talent that covers all time zones in the U.S.,” Jones said, adding that the agency does not want to focus on just one market location. Gaming and hospitality continue to be the agency’s main focus areas with around 80% of its client revenue coming from these industries.

Jones joined the agency in 2007 and said she has been fortunate to grow with the agency as it has evolved, adding:

“The people are some of the smartest, most driven and resilient I have ever worked with. I, like most of the staff that has remained with the agency over time, thrive in an environment with change and growth that keeps me challenged and motivated.”

Many of Good Giant’s current directors and executive team joined the agency in different roles and have been able to grow into their current leadership positions. This includes Katie Ward, who joined as a senior account executive and has grown into the vice president (VP) of client services. Caleb Moore joined as a producer and is now the production director.

Current Industry Climate

In the advertising landscape, Jones said the shift to digital for the majority of brand-consumer interactions has been a focus for many years now. This extends to media strategy and placement, as well as how consumers conduct research and make brand choices, as well as purchasing behavior. She added:

“The major growth of agentic AI technology is impacting how agencies can service clients in an evolving market and the speed at which certain creative can be delivered and how media can be tested and optimized.”

Looking at new service areas/capabilities, Good Giant has been investing in its media team over the last 12-18 months, bringing in top-tier talent to service its expanding client base. A VP of media was recently added to the team, as well as several key buyer and planner positions. Jones said:

“Like many companies, we’re also investing in our tech stack to ensure our team has the right mix of software tools that not only support efficiency and automation where applicable but provide access to research, consumer trends and audience personas/profiles.”

Giant Hearts

Many Good Giant staff members are involved in community organizations, volunteering their time and serving on local boards for a variety of organizations. The agency has supported local organizations in the past with pro bono services and supported Victory Health in 2026 with creative for its Hope for Healing fundraising gala. “The Giant Hearts initiative was established to showcase all of this work, not only by the agency, but also by how our staff gives their time and talent,” Jones said.

In 2026, the company added the Big Give to its Giant Hearts program. The Big Give accepts online applications from nonprofit organizations, and the applications are reviewed by a committee and narrowed to the top two to three before the staff votes on them. The selected organization receives up to $50,000 in pro bono marketing and advertising services from the agency. The inaugural Big Give partner is Fostering Together Gulf Coast. The next application period will open in January 2027.

As Good Giant continues to grow its talent pool, provide services to clients and give back to its local communities, your author asked Jones to consider what she would like to see the agency accomplish over the next five years. Her response: “I hope to report steady year-over-year growth, continued long-standing relationships with our client base and retention of our top talent.”