Around 70 decision-makers from Europe, the USA, Canada and Australia took part in the first International Leadership Summit.
The goals of the EAC (European Associations Cooperation), which was officially founded in 2024, include promoting the exchange and cooperation within the European promotional products industry, sharing knowledge and best practices and jointly driving the professionalisation of the industry forward.
Goals that were also top priorities at the first International Leadership Summit, which was staged in Belgium in La Hulpe, near Brussels from May 19-21. The event was organised jointly by the EAC and the American industry association, the PPAI (Promotional Products Association International), a close cooperation partner of the European umbrella association. Around 70 decision-makers from 13 countries – both association officials as well as members of the respective national associations – accepted the invitation, in some cases also from the USA, Canada and Australia.
Dr. Sam Potolicchio held an inspiring keynote about political leadership in a complex world.
Together, the EAC and the PPAI had compiled a compact agenda comprising of lectures and panel discussions, which addressed urgent themes like political framework conditions, sustainability and AI and provided many inspiring impulses. The geopolitical climate in Europe and North America and the impossibility to precisely predict developments today were the focus of the keynote by Dr. Sam Potolicchio. The American political scientist is among others President of the Global Leaders Forum and currently trains future political leaders in Georgetown, Bologna and Mannheim. Lisa-Marie Brehmer, Office Manager and Department Head Europe at the German Wholesale and Foreign Trade Association (BGA) gave an economic and political outlook on a “Europe at a crossroads”.
Marco Heller (Brand, Marketing & Category Director Horst Brandstätter Group), who among others demonstrated how a brand can be created, launched and marketed exclusively with the aid of AI applications, talked about the rapid development of AI – a highly-relevant theme as all participants confirmed unanimously.
The sessions of Astrid Barlaup, bluesign, and Susanne Diener, GOTS, as well as the concluding keynote by Tom Szaky were dedicated to various aspects of sustainability: As the final speaker, the founder and CEO of TerraCycle made an inspiring statement with his approaches of thinking the circular economy through more comprehensively and the concept of doing away with “waste”.
The summit offered many opportunities for international networking. Here Meinhard Mombauer, Reflects, with Heather Smartt, Goldstar.
The many cross-continental references and similarities that exist within the industry not only came to light during the panels in between the lectures, which international industrial giants took part in, but also in many cases on the sidelines of the summit. How worthwhile and urgent it is to cooperate more closely at international level became crystal clear and in many cases the foundation stones were laid for joint projects. For example, in the scope of a breakout session just over a dozen young executives from all over Europe came together to found the “European Young Professionals”.
“The International Summit 2025 marked the start of a new era of cooperation and innovation in our industry,” stated Steven Baumgaertner, Chairman of the EAC. “This is a must-attend event for anyone, who wants to actively shape the future.” A second edition is planned for next year. // Till Barth
Photos: Till Barth, © WA Media; Michael Bienert
