These annual awards honor outstanding people and businesses in the industry in eight categories.
Lists the top suppliers and distributors in the industry based on North American promotional products sales.
The next big thing in promo starts here: Register now for ASI Show Fort Worth
The VIP experience with unmatched ROI. Secure your spot in Palm Springs.
Awards
Awards & Honors
Our awards recognize the people and companies in the promotional products industry that are raising the bar through innovation, leadership and achievement.
Note: All dates are subject to change. If you have any questions about the awards programs, please contact your ASI rep or Managing Editor Joan Chaykin.
2026 Counselor Awards
Requirements: The Counselor Awards are open to ASI-listed companies in good standing.
Methodology: Nominations are collected via an online survey, and honorees are selected based on the criteria listed each of the Counselor Awards categories.
Timeframe: The editorial department begins to call for nominations in early January. The award profiles are published in the State of the Industry issue of Counselor and presented at the ASI Show Chicago in July.
Deadline: Nomination deadline is February 17, 2026.
Counselor Awards Categories:
(click on any category to be directed to the nomination form)
Person of the Year: Presented to a trailblazer who has made a significant impact on the industry over the previous 12 months and whose influence will continue to increase in coming years.
International Person of the Year: Presented to an individual who has significantly contributed to increasing international business activity and relationships within the industry.
Entrepreneur of the Year (Distributor and Supplier): Presented to an industry practitioner who has exemplified the entrepreneurial spirit by achieving notable growth – via new products, creative marketing campaigns or acquisition.
Woman of Distinction: Presented to a woman who has made a positive mark in the industry through her business acumen, leadership abilities and mentoring.
Family Business of the Year (Distributor and Supplier): Presented to a growing company that has successfully transitioned to at least the second generation of business management.
Sustainability Advocate (Company) of the Year: Presented to a company that has made measurable strides in making a positive impact through its environmental initiatives, with metrics showing dedication and commitment to sustainable business practices (use of solar power, types of promo campaigns created for clients, etc.), eco-friendly products & packaging, and other green initiatives.
Bess Cohn Humanitarian Award: Presented to an individual who is committed to helping others through charitable measures or volunteerism.
Lifetime Achievement Award: Presented to an individual who has a strong passion for the promotional products profession and who has been an ongoing source of ideas, energy and encouragement of people in the business as well as newcomers to the industry.
2026 Counselor Top 40
Requirements: Counselor Top 40 is open to ASI-listed distributors and suppliers in good standing that have been members of ASI for at least one year. See detailed rules below.
Methodology: Company sales information is collected via an online survey. ASI asks for figures based on a minimum of $20 million in annual North American promo sales.
Timeframe: The editorial department begins the call for Counselor Top 40 info in early January. The list is published in the State of the Industry issue of Counselor and presented at the ASI Show Chicago in July.
Deadline: Friday, February 17, 2026.
Distributor Rules
1. Only those distributors that have been members of ASI for at least one year and are not a subsidiary of another ASI member company are eligible for ranking.
2. Report calendar or fiscal year sales total for 2025 shown in U.S. dollars. NOTE: Only U.S./Canada sales will qualify for ranking. However, in separate questions, we also ask for both global figures and total company sales.
3. Report only those sales of promotional products sold to clients for promotional, recognition or public relations (goodwill) purposes. The following should not be included in your submitted figure: print or electronic advertising (magazine, TV, newspaper, radio, websites for clients, etc.), outdoor advertising (billboards), travel and non-traditional products.
4. Using the same criteria as above, the 2025 sales figures of other promotional products distributors acquired by your company may be included in the total sales figures, provided that the acquisition was completed on or before January 15, 2026. Anything not completed prior to this date must be held for inclusion in next year’s Top 40.
5. Sales from other channels (e.g., retail) should not be included in your total reported sales volume and will not be considered for ranking.
6. If your promotional products company also functions as a supplier to other distributors, those sales cannot be included.
Supplier Rules
1. Only those suppliers that have been members of ASI for at least one year and are not a subsidiary of another company are eligible for ranking.
2. Report calendar or fiscal year sales total for 2025 (shown in U.S. dollars).
3. Report only those sales of promotional products to and/or through distributors or other promotional products suppliers. NOTE: Only U.S. and Canada sales will qualify for ranking. However, in separate questions, we also ask for both global figures and total company sales. All figures must be shown in U.S. dollars.
4. “Promotional products” includes any product you’ve sold, provided that you sold it to and/or through recognized, traditional promotional products or premium distributors/resellers. Do not include sales to buyers or through retailers/distributors in other industries.
5. Using the same criteria as above, the 2025 sales figures of other promotional products suppliers acquired by your company may be included in the total sales figures, provided the acquisition was completed on or before January 15, 2026. Anything not completed prior to this date must be held for inclusion in next year’s Top 40.
Recognizes the most influential people in the promotional products industry.
Details and Past Events
Counselor Power 50
The Counselor Power 50 recognizes the most influential people in the promotional products industry. The list is announced at the ASI Power Summit typically in October. To arrive at the new list, we use the prior year’s Counselor Power 50 as a base and survey members of the industry, as well as members of the Counselor Power 50 themselves to find out how influential they believe each member to be. The results of that survey, along with any new nominations, help the in-house committee arrive at the final list. The editorial department generally begins the Counselor Power 50 survey process in July, and the results are published on ASICentral.com in October.
Counselor Salespeople of the Year
Honors the top distributor and supplier salespeople as well as the best customer service rep.
Details and Past Events
Counselor Salespeople of the Year/Supplier CSR of the Year
Rules/Requirements: Distributor salespeople, supplier salespeople and supplier customer service reps working at ASI-listed companies in good standing are eligible. To qualify for Distributor Salesperson of the Year, reps must generate $1 million or more in annual sales revenue. Previous finalists will be considered but must demonstrate additional sales growth and notable achievements since being named a finalist. Distributor reps are also eligible for two additional awards (neither of which has revenue requirements): Up-and-Comer of the Year: a rep with three or less years of industry sales experience who exhibits tremendous potential and has recorded demonstrable sales growth. Veteran Rep of the Year: a rep with at least 20 years of industry sales experience who has demonstrated continued success and consistent sales generation. For supplier salespeople, judges base selections on size of base, sales growth percentage, number of clients supported and distributor feedback. For customer service reps, judges base selections on examples of top-notch support delivered, testimonials and number of clients supported.
Methodology: Nominations are collected via an online survey, and a winner is selected based on the award criteria listed in the rules/requirements section.
Timeframe: The editorial department begins to call for nominations in November. The award profiles are published on ASICentral in May.
Deadlines: Nomination deadline is January 12, 2026; nominee survey deadline is February 16, 2026
- Nominate Distributor Salesperson of the Year – A rep who generates $1 million or more in annual sales revenue.
- Nominate Distributor Up-and-Comer of the Year – A rep with three or less years of industry sales experience who exhibits tremendous potential and has recorded demonstrable sales growth.
- Nominate Distributor Veteran Rep of the Year – A rep with at least 20 years of industry sales experience who has demonstrated continued success and consistent sales generation.
- Nominate Supplier Salesperson of the Year – A rep who shows consistent sales growth, professionalism, creativity and superior product knowledge.
- Nominate Supplier CSR of the Year – A rep who delivers top-notch customer service to distributor clients that exceed standard levels.
Counselor Promo Campaign Awards
These awards recognize the creative and effective use of promotional products.
Details and Past Events
Counselor Promo Campaign Awards
These awards recognize the creative and effective use of promotional products — top campaigns that used unique products, generated incredible results or got everyone talking. To be eligible, companies must send samples from their promotions, when applicable, or have high-res photos of the samples available. Recipients are chosen by an in-house committee. The editorial department generally begins to call for Promo Campaign Awards nominations in late spring and results are published in the Fall Counselor. Suppliers and distributors can nominate themselves in the following categories:
- Distributor Client Promotion
- Distributor Self-Promotion
- Supplier Self-Promotion
- Best Sustainability-Driven Campaign Award (distributors & suppliers)
- Best Use of Video (distributors & suppliers)
- Best Integrated Print & Promo Campaign
This award runs every other year and features the companies that provide the best work environment for their employees.
Details and Past Events
Counselor Best Places to Work
This award, which is offered every other year, recognizes the companies that provide the best work environment for their employees. Companies nominate themselves to participate. After nominations are received, Counselor then surveys employees at participating companies. Survey results are then analyzed to arrive at the final list. To qualify, a company must have at least 10 employees. The editorial department begins its call for Best Places to Work survey process beginning in October. Results are published in Spring Counselor and on ASICentral.com in April.
Methodology:
Companies self-nominate for the Counselor Best Places to Work recognition. Upon meeting the qualifications for consideration, each company is sent a company-specific link that is then forwarded on to their company’s employees for participation. All responses to the survey are anonymous. A minimum level of participation is required from all employees for consideration of inclusion in the Best Places to Work ranking. All questions are on a 5-point scale where 5 is most positive and 1 is most negative. Ratings can be interpreted as follows:
- 4.50 or higher – strong satisfaction
- 4.25 – 4.49 – reasonably strong satisfaction though improvements are possible
- 4.00 – 4.24 – moderate satisfaction
- Under 4.00 – opportunities for improvement exist.
Highlights the promo item that’s had the most impact on the industry in the past 12 months.
Details and Past Events
Counselor Product of the Year
For this annual award, the editorial team watches industry trends and analyzes ESP data to determine the product that has had the most impact on the industry in the past year. This award is announced on ASICentral.com in December and in the Winter issue of Counselor.