DraftWorldwide has expanded its promotional marketing offerings with DraftConnections, a new division that is designed to aid the agency's creative and account teams.
The new unit will offer help in areas such as entertainment marketing, sports marketing, alternative media, tie-ins, technology, premiums and event marketing for integrated campaigns. It will work across DraftWorldwide's promotional and direct and interactive marketing disciplines.
“What we're about is borrowing interests from other [DraftWorldwide] properties as well as tying with corporate partners to enhance the image of our clients and also tap into what's currently in our target's mind,” said Tom Baer, senior vice president at DraftWorldwide, Chicago, and head of DraftConnections.
Baer said the new division will explore lifestyle trends for opportunities to generate more promotional ideas for clients. DraftConnections also will benefit from IdeaWorld, an agency proprietary think tank unit.
One of the leading direct marketing agencies in the country and owned by New York ad conglomerate Interpublic Group, DraftWorldwide last year reported billings of more than $2.7 billion. Clients include Kellogg Co., Compaq Computer Corp., General Motors Corp. and American Express Co.
DraftConnections mainly is designed to help existing clients, Baer said.
“It's an additional service we're providing to Draft clients,” he said. “We're not going out and getting other clients because that could take it away from the main purpose.”