More than 120 branded merchandise executives from around the world converged on the Altis Grand Hotel in Lisbon, Portugal, for the GXN Conference September 24-26. It was the fourth annual edition of the event, which focuses on networking and thought leadership within the promo industry.

  • PPAI President and CEO Drew Holmgreen traveled to Portugal to take in the conference’s content while making and strengthening international promo connections.
  • GXN is an “invitation-only platform for senior decision-makers in the promotional products industry.”

The event’s opening keynote speaker addressed an ‘industry under pressure’ from geopolitical shifts and market pressures within a volatile landscape. The solution was made clear: international collaboration within the promo community.”

The event’s opening keynote speaker addressed an “industry under pressure” from geopolitical shifts and market pressures within a volatile landscape. The solution was made clear: international collaboration within the promo community.

  • This session was delivered by Michael Freter, the chief networking officer and founder of GXN, and moderated by Florian Rotberg, managing director at invidis consulting.


“We realized we have become part of an incredible global community,” Sarah Howarth of UK-based Wildthang said of the event. “GXN wasn`t just an industry conference – it was a hub of leaders, ideas and reassurance on our direction and approach.”

GXN wasn`t just an industry conference – it was a hub of leaders, ideas and reassurance on our direction and approach.”

Sarah Howarth

Commercial & Customer Success Director, Wildthang

A Lifetime Achievement Award

A first for the event, there was also the presentation of the inaugural GXN Lifetime Achievement Award, which went to Tim Andrews, president and CEO of the Advertising Specialty Institute.


The award honors outstanding contributions to the global promo industry and recognizes long-term leadership and innovation.

ICYMI: Resilient Together: Leaders Emphasize Collaboration, Innovation At SAAC Expo

“Tim Andrews has not only led ASI with vision and purpose, but he has also shaped an entire generation of professionals in our industry,” Freter said during the award ceremony.

Other highlights at the GNX Conference included:

  • A keynote speaker who was accompanied on the stage by his virtual AI co-author
  • A session on the importance of inclusive executive development within the industry
  • A global women’s leadership council
  • Over 25 speakers from multiple continents