Draft pounces on fall of Simon Marketing

<p>HONG KONG: DraftWorldwide has expanded its promotional marketing </p><p>capabilities by setting up Premium Surge, an in-house unit that designs </p><p>and manufactures promotional premiums. </p><p><BR><BR> </p><p>The new entity was built on the ashes of US-based Simon Marketing, whose </p><p>exclusive relationship with McDonald's came to an abrupt end last summer </p><p>over a promotional games and sweepstakes scandal in America. </p><p><BR><BR> </p><p>Premium Surge consists of 14 top executives from Simon Marketing </p><p>worldwide, including a team in Hong Kong, led by Calvin Wong. </p><p><BR><BR> </p><p>Draft Asia-Pacific regional director, Greg Paull, said: "Calvin was the </p><p>driving force behind Simon Marketing in Hong Kong and China for the past </p><p>13 years and, as such, he has a network of key toys and promotions </p><p>designers and makers in China, an asset which we will leverage for </p><p>Draft's clients." </p><p><BR><BR> </p><p>The new unit's initial clients consist of Burger King and Kellogg's. </p><p><BR><BR> </p><p>All 14 executives snapped up by Draft have played integral roles in </p><p>successful premium campaigns, including the McDonald's Happy Meals </p><p>promotions. </p><p><BR><BR> </p><p>They will continue to create, develop, engineer and maufacture premium </p><p>campaigns and products - ranging from brand-building and customer </p><p>loyalty programmes to retail products aimed at both the children's and </p><p>adult's markets. </p><p><BR><BR> </p><p>Paull added: "We are pleased to provide our clients and prospective </p><p>clients with the collective expertise this group represents. </p><p><BR><BR> </p><p>"Although unrelated to promotional premiums, the recent unfortunate </p><p>circumstances involving Simon Marketing created a unique opportunity for </p><p>us to begin Premium Surge with a staff of exceptional calibre." </p><p><BR><BR> </p><p>Draft had been looking to create a premium company for more than a </p><p>year </p><p><BR><BR> </p><p>Premium Surge will initially operate in three locations: Hong Kong, Los </p><p>Angeles and Chicago. </p><p><BR><BR> </p><p>Working with more than a dozen factories in China, the Hong Kong team </p><p>will play more of a manufacturing role. </p><p><BR><BR> </p>