More than 70 members of the branded merchandise industry, representing 13 countries, gathered in Brussels, Belgium this week for the International Leadership Summit.

The tentpole event of PPAI’s global presence, the event is hosted in conjunction with the European Associations Cooperation, whose aim is to raise the profile of the branded merchandise and textile industry at the European level through the exchange of best practices between member countries.

Over three days, global leaders and industry experts from the branded merch sector engaged in strategic discussions about sustainability, digital transformation, navigating the complexities of cross-border political dynamics and more.

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  • In its second year, the International Leadership Summit serves one of the Priority Lanes of PPAI’s 2026–2030 Strategic Plan, which is International Partnerships and Advocacy.
What’s great about this event is the intimate nature of it… this really drives some great conversations.”

Drew Holmgreen, CAS

President & CEO, PPAI


“What’s great about this event is the intimate nature of it,” said Drew Holmgreen, CAS, president and CEO at PPAI. “Our intention is to keep it that way because this really drives some great conversations.”

Making Tech Adoption Work

International Leadership Summit featured a series of speakers and panels that inspired the audience and provided content that could bridge conversations for the branded merch market from one country to the next.

Attendees were also treated to a keynote session from Susi O’Neill, a seasoned technology communications strategist. Her session was focused on blending cutting-edge technology and practical business applications so that AI and innovation work for everyone.

O’Neill is the founder of consultancy EVA, where she partners with forward-thinking leaders to make tech adoption work for businesses and people. Her years of expertise have equipped her with the ability to transform complex tech concepts into tangible strategies.

  • O’Neill is a technology expert for the BBC World News and regularly appears as a guest expert on Someone on Earth.
  • She hosts the award-winning podcast Insight Story and authors of the “Rethinking The Hype Circle” newsletter.
  • Her passion for technology and communication led her to serve as the head of global brand content at Kasperksy, one of the world’s largest privately owned cybersecurity firms.


“Everyone has different focuses, and we love to get the best from every association to put it all together in the pool of knowledge as we have here,” said Ralf Uwe Schneider, managing director of the German Association of Promotional Products Industry.

Everyone has different focuses, and we love to get the best from every association to put it all together in the pool of knowledge as we have here.”

Ralf Uwe Schneider

Managing Director, German Association of Promotional Products Industry

“We’re happy to also have strong companies alongside us, which bring in their expertise to bring us forward, bring the industry forward, as there is still something to be done to make the branded merch industry a part of strategic marketing. This is what we haven’t achieved on a broad basis. We have to make ourselves be recognized in that way, which is what this summit is about.”