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.
