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ASI Names Lorenz Hassenstein VP And GM Of The ASI Show

TREVOSE, PADecember 20, 2011 – The Advertising Specialty Institute (ASI) today announced it has named Lorenz Hassenstein the new vice president and general manager of The ASI Show.

Mr. Hassenstein is now responsible for leading all key strategic initiatives at ASI Show and developing and delivering additional benefits for suppliers and distributors while exploring expansion opportunities.

At ASI, Mr. Hassenstein reports to Timothy M. Andrews, president and chief executive office of ASI and president of ASI Show.

"I am extremely excited to welcome Lorenz Hassenstein to ASI as vice president and general manager of ASI Show," said Mr. Andrews. "His extensive show experience and strong background in sales make him the perfect person to manage and grow five major national shows in Orlando, Dallas, New York, Chicago and San Diego, along with the largest and best-attended traveling show in the industry."

Matthew Cohn, vice chairman of the ASI family of companies and founder of ASI Show, said of Mr. Hassenstein: "I am very excited to have Lorenz join us to lead the ASI Show team. He brings a great deal of experience to ASI, and he has a tremendous reputation in the trade show industry. I can’t imagine a better, more capable leader to spearhead the growth of ASI’s shows and create even better experiences for our members."

Each year 20,000 distributors, representing the majority of total industry sales, attend ASI shows.

Mr. Hassenstein’s trade and consumer event management experience includes growing industry-leading B-to-B/C businesses within the art, automotive, fashion, financial, entertainment, manufacturing and technology industries.

In addition, he has worked closely with such companies as Accenture, Bally’s, Booz Allen Hamilton, Deloitte & Touche, Department of Homeland Security, Ford, General Motors, Goldman Sachs, Hewlett Packard, Hilton, IBM, Marriott, Microsoft, City of New York, Panasonic, Philips, Siemens, and many more.

Mr. Hassenstein comes to ASI from Merchandise Mart Properties, Inc., where he worked from 2008-2011 as vice president and general manager of Piers 92/94 in New York City, a premier trade show and special event venue home to such events as The Armory Show, Architectural Digest Home Design Show, The Pier Antiques Show and leading fashion shows during New York Fashion Week. There, he led the marketing and sales teams in growing revenues by 9% annually in a down economy. He was also responsible for doubling facility occupancy in less than two-and-a-half years.

For more information, contact Dawn Marie, manager of public relations, at 215-953-3119 or

About ASI
The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry, with a network of over 27,000 distributors and suppliers throughout North America. ASI leads the industry in technology solutions, providing cloud-based e-commerce, enterprise resource planning software (ERP) and customer relationship management software (CRM). ESP Web is the industry’s leading tool for sourcing hundreds of thousands of products. A family-owned business since 1962, ASI also provides online research, marketing, advertising opportunities, trade shows, education, award-winning magazines, newsletters, custom websites and catalogs to help members sell, market and promote their brands. Visit ASI at and on Facebook, Twitter, LinkedIn, YouTube and the CEO’s blog.

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