DraftWorldwide, Chicago, this week announced the integration of its promotion marketing capabilities into a single entity called Surge at DraftWorldwide. The unit includes the promotional operations of Draft along with lifestyle marketing specialist KBA Marketing and event outfit Group III Promotions.
The alignment creates a single profit center for the three businesses, which until now had been operating independently. (KBA was acquired in 1998, Group III in 2000). While the shops have been working together to service some accounts, “clients were basically hiring separate agencies,” said DraftWorldwide chairman and ceo Howard Draft. “This makes it simpler — and better — for clients.”
The combined Surge has 800-plus employees in Chicago and 1,400 additional staffers in 50 field offices nationally. Draft president Lee Hill takes on added duties for Surge; KBA ceo Kevin Berg becomes vice chairman, Group III co-founder Vince Parrinello executive director of event/experiential marketing, and Draft promotions honcho Tina Manikas executive director of promotional/retail marketing. Other top execs include Group III co-founder Larry Diskin, named senior executive vp-managing director of field/event marketing; and KBA strategic development director Jon Deitelbaum, named executive vp-director of event/experiential marketing.
The realignment does not include any staff downsizing “at this point,” said Draft. The company is still interested in acquisitions, primarily to continue expanding its global presence, he added.
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