ASI, Sourcing City and PSI Form New International Alliance

PromoAlliance ushers in new global era for promotional products industry

CHICAGO, IL – July 18, 2012 – The Advertising Specialty Institute^® (ASI), Sourcing City and PSI today announced the joint formation of PromoAlliance, a new international alliance to identify and introduce best practices and market development concepts benefiting the U.S., U.K. and European markets.

ASI, the largest media, marketing and education organization serving the $18.5 billion promotional products industry in North America, joined forces with Sourcing City, which serves the U.K. promotional merchandise industry, and PSI, the international network of the promotional product industry, which hosts the PSI Trade Show in Düsseldorf each January, with international attendance of upwards 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. All PromoAlliance founding members are committed to the efficient and effective distribution model of suppliers providing products and services to distributors and distributors serving as the sales channel to buyers of promotional products.

“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 organization 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 insights into new 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, the recognition of the PSI membership in the U.S. and U.K. proves the high quality standard of the PSI network.”

The announcement was made on the first day of the ASI Chicago trade show, with members of participating PromoAlliance organizations joining in the announcement via webinar.

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