The Advertising Specialty Institute^® (ASI) the largest membership organization in the North American promotional products industry, today announced Top 40 distributor Overture Promotions has selected ASI’s ESP^® as its preferred technology platform for product sourcing.

Overture Promotions’ in-house sales team, which conducts business around the globe, will utilize ASI’s robust technology platform for both domestic and international product sourcing. ESP’s preferred vendor list capabilities will help Waukegan, IL-based Overture (asi/288473) identify suppliers who pass the company’s vetting process and meet its quality, social and environmental standards.

Overture will also utilize ASI’s SmartLink™ application programming interface (API), which is integrated into its own company store platform to ensure access to the most accurate product data with the most up-to-date and complete product and supplier information in the promo industry.

“Once the Overture sales force saw a demo of the upgrades over the past couple years, they were unanimous in choosing to go back to ESP,” said Overture CEO Jo Gilley, a member of Counselor’s Power 50 list of the promo industry’s most influential people

ASI’s ESP platform also provides unparalleled data, including real-time updates and on-demand inventory levels, all within a user-friendly platform. These key features will assist Overture in delivering on its promise of exceptional customer service and in meeting marketing program deadlines.

“We’re excited to work with Overture, an industry leader with aggressive growth plans and a unique go-to-market strategy,” said Bob DeFord, ASI’s senior vice president of distributor sales and marketing. “ASI’s continued investment in our technology platform and data quality means we’re positioned to advance Overture’s focus on technology that streamlines business processes and improves the end-buyer experience.”

Overture was ranked 26th on Counselor’s most recent list of the 40 largest distributors by revenue in the promo products industry, with reported sales of $81.3 million in 2019, up more than 34% from the previous year. Overture increased total revenue to $127 million in 2020, Gilley recently told ASI Media. The company was also named to the Women Presidents’ Organization’s 50 Fastest-Growing Women-Owned/Led Companies list for 2020.