Promo Insiders: All the Highlights From ASI Show Chicago
Brendan Menapace, content director for Print & Promo Marketing, reflects on covering his first ASI Show at McCormick Place, from insightful professional development to an inspiring keynote and memorable Counselor Awards.
From insightful Education Day sessions to a busy trade show floor with thousands of trendy products to a Counselor Awards for the books, ASI Show Chicago, held from July 21 to 23, was a hit.
Brendan Menapace, content director for Print & Promo Marketing, was on hand for the event for the first time to document the sights and sounds.
“The energy was really high from the first minute,” said Menapace on the Promo Insiders podcast. “And it didn’t dwindle, even as people walked around for hours. It was a whirlwind few days.”
Menapace especially appreciated the fourth-quarter gifting trends presented by Mary Furto and Liz Haesler of Counselor Top 40 supplier PCNA (asi/66887) and tips on future-proofing businesses with Jamie Watson of Certified Marketing Consultants, both on Education Day. Both Exhibit Days featured new products on the show floor; the second day opened with a candid Q&A between Red Lobster CEO Damola Adamolekun and ASI CEO Ashish Mittal.
The highly anticipated Counselor Awards on the evening of July 22 included a number of honorees, including Lifetime Achievement Award recipient Chuck Fandos and a tribute to ASI Chairman Emeritus Norman Cohn, who passed away in April.
There was also a significant international contingent at the awards, with guests hailing from across Europe, as well as Turkey and Singapore.
“That was very cool,” said Menapace, “to see how worldwide promo is.”
Key Takeaways
• ASI Show Chicago featured a lively atmosphere and education sessions that focused on practical business insights, from consumer product trends to long-term business planning.
• A standout education session with Jamie Watson of Certified Marketing Consultants emphasized keeping financials organized, diversifying client bases and building stronger business foundations to support long-term growth or eventual succession.
• In a Q&A with ASI CEO Ashish Mittal, keynote speaker Damola Adamolekun stressed preserving what works while improving what doesn’t, focusing on relationships, front-line insights and creating “unexpected delight” through exceptional customer experiences.
• Emotional tributes to industry leaders, including ASI Chairman Emeritus Norman Cohn and Counselor Lifetime Achievement Award recipient Chuck Fandos, underscored the promotional products industry’s close-knit culture and lasting personal impact.
• Exhibitors showcased highly customizable drinkware with interchangeable components that support sustainability, while apparel reflected retail-inspired styles, including relaxed silhouettes, layering and early 2000s fashion influences.