ASI Acquires Promo Events and Media Portfolio, Forging Strategic Partnership with PRINTING United Alliance

Advertising Specialty Institute

TREVOSE, PA —The Advertising Specialty Institute® (ASI) announced its recent acquisition of a promo-focused events and media portfolio from PRINTING United Alliance. This deal not only expands ASI’s reach within the industry but also establishes a new strategic partnership poised to benefit members of both organizations.

The acquisition includes the Alliance’s Power Meetings events and the Print & Promo Marketing (PPM) media brand. It marks a pivotal moment for ASI and the broader marketing and printing sectors, signaling a growing trend toward the integration of promotional products, print distribution, and apparel and promo decoration services.

Timothy M. Andrews, ASI’s president and CEO, highlighted the move as a “transformative leap” for the industry. By emphasizing the importance of collaboration across different segments, Andrews noted the promising synergy between ASI’s network and the printing sector. With 20% of ASI distributors already linked to the print industry and a similar proportion of screen printers venturing into promotional products, the potential for cross-industry growth and innovation is substantial.

This partnership aims to create a unique marketplace that combines talents from promotional, screen printing, print, and decorating sectors. It promises more opportunities for relationship-building events, fostering an environment of cooperation and mutual growth.

Dave Leskusky, president of PRINTING United Alliance, underscored the strategic value of this collaboration. He pointed out the benefits for printers and print distributors interested in the promotional products field and the enhanced support it offers to ASI suppliers and distributors. The partnership is expected to facilitate co-marketing of events, joint education sessions, and shared expertise on decorating techniques and technology.

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Effective immediately, ASI will take over operations for five Power Meetings and Power House hosted-buyer events, as well as the Print & Promo Marketing magazine, its daily e-newsletter, and associated digital resources. These assets are designed to provide ASI members with an extensive array of tools and information to enhance their market presence and operational efficiency.

Additionally, the two organizations will collaborate on offering a dedicated ASI Promo Products Knowledge Center and promo-focused educational sessions at the PRINTING United Expo in September. Conversely, PRINTING United Alliance will contribute print-focused educational content at ASI’s major trade shows.

To ensure a smooth transition and maintain brand continuity, ASI has committed to preserving the Alliance’s media and event branding, while the Alliance will manage its scheduled 2024 hosted-buyer events.

This strategic alliance reflects a proactive approach to navigating the evolving market dynamics, where the lines between traditional print and promotional products continue to blur. It presents a forward-thinking strategy aimed at leveraging collective strengths to foster innovation, education, and growth within these converging industries.

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