Representing the BPMA, Carey Trevill (2nd f.t.l.) adopted the pro-position for the promotional product in the debate in Westminster.
UK – The BPMA (British Promotional Merchandise Association) won a debate at Westminster Palace in London on March 28, 2023. Carey Trevill, CEO of the BPMA, had proposed the topic “Promotional merchandise is the medium which forges the most effective and long-term emotional relationship with its audience” for a debate of the organisation, The Debating Group. Trevill took over the pro-position together with Ollie Gilmore, Group Planning Director of the advertising agency, VCCP. The contra-position was represented by Tony Spong, Lead Consultant for Brand Strategy at the marketing consultancy AAR and by Alana Ballantyne, Planning Director, also from AAR. A lively discussion was held under the chair of Baroness Amanda Sater, herself a former marketing specialist.
Trevill und Gilmore reasoned that effective communications have to create an emotional connection to the audience and that promotional products are the medium that can most efficiently achieve a long-lasting and effective impact. Spong and Ballantyne replied that a combination of channels and media is necessary to achieve an effective result. Ultimately, the representatives of the BPMA conveyed the standing and the relevance of promotional products so well that they convinced the listeners and were able to win the final vote with a small majority. The BPMA considered winning the debate to be a resounding success, which underlines the significance of promotional products.
The British industry association has belonged to the debating group for years. The organisation has been conducting a debate series in the House of Commons since 1975 and brings marketing experts, politicians, journalists and the public together to discuss political topics that are related to marketing. The event on March 28, was the first debate in presence that the BPMA took part in. In 2020, the association was already able to win a virtual debate event.
