The document discusses the formation of BrandAlliance, a promotional marketing company formed by six leading Canadian distributors. It outlines challenges in the fragmented promotional products industry and how BrandAlliance aims to address these challenges by combining the strengths of its partners. The goals for BrandAlliance include becoming the strongest brand in the industry within 5 years through collaborative efforts on culture, talent, systems and national presence.

1. Forming Canada’s Leading
Promotional Marketing Company

2. Promotional Products Industry Perspective
Table of Contents
1. Our supply chain is challenged
2. Distributor Role – Opportunity or Threat?
3. A Possible Answer – Imagine
4. Leading Vision – 5 Years
5. History – to date
6. Stronger Together
7. About Us
Private and Confidential
5/19/2009
2

3. Promotional Products Industry Perspective
1. Our Supply Chain is Challenged
• History has shown that large fragmented industries...where the supply chain has
expanded over time with an increasing number of layers of small participants
...with little or no barriers to entry...eventually leads to an increasing lack of
loyalty ...then to increasing consolidation, that typically starts closer to the
source...which then leads to increasing levels of “disintermediation”.
• Examples: Office Products Industry
Capital Markets
Virtually almost every industry
“Disintermediation” is the removal of intermediaries in a supply chain, commonly
referred to as “cutting out the middle man”.
Private and Confidential
5/19/2009
3

4. Promotional Products Industry Perspective
2. Distributor Role – Opportunity or Threat?
• Typically it is the middlemen, particularly the weaker ones...that are threatened
the most...in our industry, this is the small to medium sized distributors
• Today the biggest strength of the distributor is that we own the end user
customer relationship, through our top Sales Professionals
• Answer:
– Those distributors that grow a brand increasingly recognized by end users,...gain
market share and value to end users...and gain strength, clout and value to our supply
chain...will likely see increasing opportunity and possibly even thrive.
– While small distributors value will continue to deteriorate and they will experience an
increasingly threatened environment.
Private and Confidential
5/19/2009
4

5. Promotional Products Industry Perspective
3. A possible Answer - Imagine
• A group of the “best of the best” distributors and sales professionals getting
together to answer this task:
– Establishing a vision, leadership team and strategic and tactical business plan
– With a unique and well thought out business model
– Fairly quickly establishing a base level critical mass and presence across Canada
– And as a team, executing this strategic and tactical business plan with precision
– While creating a culture of peak experiences and self actualization
– Together creating the foundation of resources that will significantly enhance end user value and
experience from our promotional marketing and advertising medium, for generations and
generations to come.
– While further establishing an end user brand over time
– Then expanding and multiplying growth through additional “best of the best” distributors (in new
markets and leveraging existing markets) and attracting “best of the best” sales professionals.
– And finally answering, through proven historical performance and execution , the “value &
succession” answer for our industry...once and for all.
Private and Confidential
5/19/2009
5

6. Adoption – Organization Development Curve
Sales Growth ($ Millions)
160
Succession
140 Sales Growth ($ Millions)
Multiply
120
Value
The Right People
100 Joining At The Right Time
Growth Doing The Right Things
80
Execution Doing Those Things Right
60
Planning
40 Vision
20
0
2006 2008 2010 2012 2014
Private and Confidential
5/19/2009
6

7. Brand Values Wheel
Private & Confidential
5/19/2009
7

8. Brand Character Statement
• Imagination that sees what others don’t and
inspires original thinking… intelligence that
uses advanced technology to deliver superior
service… leadership that shapes the industry
… reliable results that clients trust to add
value to their prized brands — these are the
values that shape BrandAlliance.
Private & Confidential
5/19/2009
8

9. Brand Character Statement (con’t)
• We are more than promotional products. We
think different. We act different. We think
beyond the catalogue. We challenge status
quo thinking. The unique solutions we provide
cannot be imitated or duplicated. We provide
solutions to challenges that our customers
may not know exist.
Private & Confidential
5/19/2009
9

10. Brand Character Statement (con’t)
• Creativity for our clients is our prime product.
Our insights serve our clients with originality.
Our vision reshapes our industry. We lead by
example and set higher standards for service.
Products come and go, but our enduring
difference is our people. We care more.
Therefore we serve better.
Private & Confidential
5/19/2009
10

11. Brand Character Statement (con’t)
• We have integrity. We value every customer,
regardless of size or budget. We are not an
alliance of convenience; we are power in
numbers, and we think beyond the profit
margin. What’s good for us is good for our
customers. We always do what’s best for our
clients, our business community and
ourselves.
Private & Confidential
5/19/2009
11

12. Brand Character Statement (con’t)
• We keep our promises. Our passion and
dedication make us different. We strive to
make doing business with our company easier,
more convenient and, ultimately, more fun
and enjoyable. It’s why our customers come
back for more.
Private & Confidential
5/19/2009
12

13. Brand Character Statement (con’t)
• Our number one goal is to help our clients
succeed. They rely on our trusted service to
make their businesses better and their jobs
easier. We’re the go-to company for consistent
service -- the first time, every time. One call to
BrandAlliance means purchase power and
seamless service across the country.
Private & Confidential
5/19/2009
13

14. Brand Character Statement (con’t)
• Through our collective intelligence, our
business systems are superior, and we’re best
in our market. Where others may take the
easy path by simply processing orders, we are
brand professionals whose expertise and bold
innovation challenge industry tradition and
lead our customers to solutions they never
thought possible.
Private & Confidential
5/19/2009
14

15. 4. Leading Vision – 5 Years
• The strongest brand in our industry
• Leading culture, people and talent
• Competitive advantages in every facet
• $150 million sales, true national presence
• Enhancing the role of promotional marketing
& advertising
• Establishing true value & succession
Private & Confidential
5/19/2009
15

16. 5. History– To Date
• 2006: Four leading Canadian promotional distributors form peer network
– Toronto, ON - Waterloo, ON – Calgary, AB – Edmonton, AB
• 2007: Peer network > best practices > combined supplier relations
• 2008: Further strategic moves initiated
– Expand in Quebec, through leading distributor in Montreal, QC
– Establish next level strategic business plan with leading NA industry executive, as new partner
– Cohesion amongst leadership team, best practices, marketing and supplier relations
– Engage creative marketing agency
• 2009: A year of opportunity
– BrandAlliance companies take stage at PPPC annual awards banquet
• Youngest Hall of Fame nominee, Humanitarian Award, West Distributor of the Year, East Distributor of the Year and 17 of
34 Image Awards
– 6th leading distributor joins, further strengthening leadership team , key Ontario market and adding
presence in Vancouver, BC
Private & Confidential
5/19/2009
16

17. 6. Stronger Together – Leadership Team
• Nick Thompson, Chairman and President
– Principal owner, Metromedia Marketing (Calgary, AB). 2008 PPPC West Distributor of the Year.
• Alan Chippindale, CEO
– Past President of Proforma, 18 years experience building a $300 million NA sales organization in our industry
• Upkar Arora, COO
– Principal owner, Integrus Brand Solutions(Toronto, Montreal, Vancouver). Leading Canadian financial executive
• Ian McLearon, EVP – National Accounts
– Principal owner, ISA (Waterloo, ON). Canada’s leading national accounts expertise, systems and facilities
• Pete Kmech Jr., EVP- Marketing
– Principal owner, Creative Concepts (Edmonton, AB). Canadian leading creative marketing mind
• Rob Charlton, EVP – Custom Accounts and Director of Supplier Relations
– Principal owner, TNT Designs (Toronto, ON). Industry leading personality and sales coach
• Celine Pilote, EVP- Strategic Business Development
– Principal owner, Copilote Inc. (Montreal, Que). 2008 PPPC Hall of Fame Inductee.
Private & Confidential
5/19/2009
17

18. Stronger Together – National Presence
Calgary, AB Toronto, ON Montreal, Que
Edmonton, AB Waterloo, ON Toronto – Vancouver - Montreal
Private & Confidential
5/19/2009
18

19. Stronger Together – Best Practices
Supplier
Culture Procurement
Relations
Operations &
Communications Sales Strategies
Systems
Business Human W/H, fulfillment
Mgmt/Finance Resources & Distribution
Private & Confidential
5/19/2009
19

20. Stronger Together – Enhanced Value Proposition
Customers Sales Professionals
Competitive
Advantages
Common O/H
Preferred Suppliers (Banks, Insurance Co., Benefit Providers,
Telecommunications, etc…)
Private & Confidential
5/19/2009
20

21. Stronger Together - Results
Private & Confidential
5/19/2009
21

22. PPPC Jan 09 Awards Banquet
Private & Confidential
5/19/2009
22

23. About Us
BrandAlliance is a unique alliance of six leading Canadian promotional
marketing and advertising companies, whom share a common vision,
mission, brand, value system, culture, strategic business plan and proven
process of execution. Collectively, BrandAlliance is the largest promotional
products group in Canada with partnering intelligence and real
representation in Toronto, ON; Waterloo, ON; Montreal, QC; Calgary, AB;
Edmonton, AB; and Vancouver, BC.
Private & Confidential
5/19/2009
23

24. About Us
Major and middle market Canadian and North American corporations
choose BrandAlliance to help them with their branding and marketing
initiatives, based upon our proven culture of execution; people; creative
solutions, advanced integrated technologies, efficient business systems,
financial strength, purchasing power and seamless service across Canada
and North America
Private & Confidential
5/19/2009
24

25. About Us
In 2008 BrandAlliance is proud to represent the most industry certified
CAS/MAS professionals in Canada and have won 18 of 37 industry image
awards, including youngest Hall of Fame nominee, Humanitarian Award,
and both east and west Canadian Distributors of the Year.
BrandAlliance is continuously planning and executing on growing
competitive advantages and unique value propositions collectively, that
have not been possible individually in our industry to date. When our
industry talks about BrandAlliance, they say “Fasten your seat belts and
stay tuned!”
Private & Confidential
5/19/2009
25