Kicking off The PPAI Expo 2026, PPAI President and CEO Drew Holmgreen, CAS, unveiled the organization’s 2026-2030 Strategic Plan, a five-year framework designed to sharpen the industry’s positioning, strengthen its sense of community and equip members for sustained success in an increasingly competitive marketing landscape.
The plan, developed through a months-long process involving PPAI’s Board of Directors, staff and member input, is intended to be both aspirational and operational – articulating where the branded merchandise industry should be headed, while outlining how PPAI will help get it there.
The framework for the new plan was developed with support from strategy and change consultancy Coraggio Group. Visually, its structure takes the form of a pyramid, with PPAI’s new vision statement as its apex, and supported by a strong association at the foundation.
International Partnerships & Advocacy
The heart of the plan is organized around three strategic pillars, which define PPAI’s core imperatives for the next five years:
- Elevate the Industry
- Strengthen Community
- Member Success
Distinct from the pillars are two Priority Lanes, cross-cutting commitments designed to be embedded throughout every aspect of the plan rather than confined to a single initiative.
Samantha Kates
President, Spector & Co.
The second, International Partnerships and Advocacy, emphasizes PPAI’s intent to expand its global voice, develop international alliances and support a more connected worldwide branded merchandise community.
“Our industry is increasingly global: our supply chains, our customers, our regulations and our responsibilities all cross borders,” says Samantha Kates, president of Spector & Co., PPAI 100’s No. 24 supplier, and a member of the PPAI Board of Directors.
“If PPAI wants to effectively advocate for our members and help them grow, it must be informed by perspectives beyond North America. I saw the value of that firsthand at the EAC conference last year, where learning from European suppliers and distributors on everything from policy impacts to sustainability leadership was genuinely eye-opening. That kind of knowledge exchange is exactly how PPAI can build smarter partnerships and a stronger global community.”
Joseph Sommer
Chairman, Whitestone
International partnerships aren’t optional – they’re essential to staying relevant, innovative and competitive, adds Joseph Sommer, chairman of Whitestone, PPAI 100’s No. 24 distributor, and a member of the PPAI Board of Directors.
“PPAI can lead by forging meaningful global alliances, elevating best practices across regions and advocating for a more connected, future-ready branded merchandise industry. You’re starting to see a shift now with the Association taking on that leadership role globally.”
