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Article: Draft Surges ahead with new division; Three promo units consolidated, shop widens image beyond direct.
- Article from:
- Advertising Age
- Article date:
- June 18, 2001
- Author:
CopyrightCOPYRIGHT 2001 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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As Interpublic Group of Cos. readies its agency realignment, the holding company's Draft-Worldwide today launches a new promotion marketing division aimed at widening its positioning beyond direct marketing.
The new entity, called Surge at DraftWorldwide, is the consolidation and rebranding of Draft Chicago's promotion business-born out of the 1997 acquisition of promo shop Lee Hill Inc.-and two of Draft's independent operating units, KBA Marketing and Group 3. Draft purchased KBA, which pioneered ``trend influence marketing''-or using early adopters to promote brands-in 1998 and bought event-marketing specialist Group 3 in 2000.
The launch of Surge at ...
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