Dec 14, 2001

Draft pounces on fall of Simon Marketing

HONG KONG: DraftWorldwide has expanded its promotional marketing

capabilities by setting up Premium Surge, an in-house unit that designs

and manufactures promotional premiums.



The new entity was built on the ashes of US-based Simon Marketing, whose

exclusive relationship with McDonald's came to an abrupt end last summer

over a promotional games and sweepstakes scandal in America.



Premium Surge consists of 14 top executives from Simon Marketing

worldwide, including a team in Hong Kong, led by Calvin Wong.



Draft Asia-Pacific regional director, Greg Paull, said: "Calvin was the

driving force behind Simon Marketing in Hong Kong and China for the past

13 years and, as such, he has a network of key toys and promotions

designers and makers in China, an asset which we will leverage for

Draft's clients."



The new unit's initial clients consist of Burger King and Kellogg's.



All 14 executives snapped up by Draft have played integral roles in

successful premium campaigns, including the McDonald's Happy Meals

promotions.



They will continue to create, develop, engineer and maufacture premium

campaigns and products - ranging from brand-building and customer

loyalty programmes to retail products aimed at both the children's and

adult's markets.



Paull added: "We are pleased to provide our clients and prospective

clients with the collective expertise this group represents.



"Although unrelated to promotional premiums, the recent unfortunate

circumstances involving Simon Marketing created a unique opportunity for

us to begin Premium Surge with a staff of exceptional calibre."



Draft had been looking to create a premium company for more than a

year



Premium Surge will initially operate in three locations: Hong Kong, Los

Angeles and Chicago.



Working with more than a dozen factories in China, the Hong Kong team

will play more of a manufacturing role.



Draft pounces on fall of Simon Marketing

HONG KONG: DraftWorldwide has expanded its promotional marketing

capabilities by setting up Premium Surge, an in-house unit that designs

and manufactures promotional premiums.



The new entity was built on the ashes of US-based Simon Marketing, whose

exclusive relationship with McDonald's came to an abrupt end last summer

over a promotional games and sweepstakes scandal in America.



Premium Surge consists of 14 top executives from Simon Marketing

worldwide, including a team in Hong Kong, led by Calvin Wong.



Draft Asia-Pacific regional director, Greg Paull, said: "Calvin was the

driving force behind Simon Marketing in Hong Kong and China for the past

13 years and, as such, he has a network of key toys and promotions

designers and makers in China, an asset which we will leverage for

Draft's clients."



The new unit's initial clients consist of Burger King and Kellogg's.



All 14 executives snapped up by Draft have played integral roles in

successful premium campaigns, including the McDonald's Happy Meals

promotions.



They will continue to create, develop, engineer and maufacture premium

campaigns and products - ranging from brand-building and customer

loyalty programmes to retail products aimed at both the children's and

adult's markets.



Paull added: "We are pleased to provide our clients and prospective

clients with the collective expertise this group represents.



"Although unrelated to promotional premiums, the recent unfortunate

circumstances involving Simon Marketing created a unique opportunity for

us to begin Premium Surge with a staff of exceptional calibre."



Draft had been looking to create a premium company for more than a

year



Premium Surge will initially operate in three locations: Hong Kong, Los

Angeles and Chicago.



Working with more than a dozen factories in China, the Hong Kong team

will play more of a manufacturing role.



Source:
Campaign Asia
Tags

Related Articles

Just Published

12 hours ago

Spikes Asia unveils its 2024 Creativity Report

This year's top agencies include VML in Melbourne, Ogilvy in Mumbai, Dentsu in Tokyo, and more.

14 hours ago

Creative Minds: Zosia Ella Kilpatrick's quest for ...

An active surfer, a weekend gardener and a wellness enthusiast, the award-winning MullenLowe creative shares secrets to inner peace.

14 hours ago

'Why should I worry about benchmarking against ...

Exclusive: Marketing agency R K Swamy's chairman and MD Srinivasan Swamy delves into the details of the company's pioneering IPO listing in India, and why he's focused on where to invest next in tech.

16 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.