ASI, Sourcing City and PSI Form New International Alliance

The Advertising Specialty Institute (ASI), Sourcing City and PSI have announced the joint formation of PromoAlliance, a new international alliance to identify and introduce best practices and market development concepts benefiting the US, UK and European markets.

ASI, the largest media, marketing and education organisation serving the $18.5 billion promotional products industry in North America, joined forces with Sourcing City, which serves the UK promotional merchandise industry, and PSI, which hosts the PSI Trade Show in Düsseldorf each January, with international attendance of 20,000.

The goals of the international alliance for the promotional products industry include introducing best practices, developing fresh market concepts, explaining new marketplaces and fostering education.

“We can see many benefits and opportunities for the trade from the new PromoAlliance,” said Alistair Mylchreest, CEO of Sourcing City. “Having three major players working in alliance, sharing ideas and exploring new concepts will create exciting opportunities for all of our customers. We are delighted to be a founding member of what is going to be a significant organisation in the worldwide promotional merchandise marketplace.”

Timothy M. Andrews, president and chief executive officer of ASI, said PromoAlliance will leverage the strength of all three organizations while providing fresh inroads to untapped markets.

“We now work in a worldwide economy, so there is no better time to form a strategic alliance with respected global partners to improve and expand the promotional products marketplace,” said Andrews. “We are certain our distributors and suppliers will benefit greatly from increased communication, education and understanding and look forward to kicking off what promises to be an exhilarating new era in our industry.”

“PromoAlliance will offer major benefits to PSI members within our business network, including new ideas, inspiration and opportunities in the European market as well as within the transatlantic partnership,” said PSI Director Michael Freter. “PSI’s distributors and suppliers will gain new market perspectives and sources of information. Furthermore, PromoAlliance is an international recognition of the quality standards that are the hallmarks of our organisations.”

The announcement was made on the first day of the ASI Chicago trade show, with members of participating PromoAlliance organisations joining in the announcement via webinar. For more information and to hear the recorded webinar announcement click here.

Sourcing City, ASI and PSI are in active discussions with other potential PromoAlliance partners and will announce further information as PromoAlliance develops.

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