B – After the premiere of the International Leadership Summit last year, the second edition of the conference took place from June 8 to 10, 2026. The event marked the continuation of the collaboration between the European umbrella organisation, EAC (European Associations Cooperation), and the American industry association, PPAI (Promotional Products Association International) – also in the scope of joint events.
With a combination between presentations, panel discussions, workshops and numerous networking opportunities, the summit, which was once again held in La Hulpe, Belgium, near Brussels, aimed to promote the exchange and cooperation within the European promotional products industry, share knowledge and examples of best practices and drive the industry’s professionalisation forward.
This year, the summit attracted around 75 international executives from Europe, the USA, Canada, India and Australia, which corresponded to an increase of about ten participants compared to the premiere in 2025. The EAC and the PPAI had once again put together an agenda packed full of presentations, panel discussions and sessions.
The event kicked off with British polar explorer, Ben Saunders, who in 2013–14 successfully completed the first round-trip journey on foot to the South Pole via the Scott Route. The insights the extreme athlete shared in his keynote, highlighting mental barriers and the varying definitions of “success”, were also highly relevant for the attendees’ day-to-day business operations. Next, the journalist and expert on China, Fred Sengers, addressed the question “China – what’s next?” Even though a comprehensive, definitive answer is not possible here, he provided a helpful economic and geopolitical assessment of a complex, challenging topic that directly impacts the operations of many promotional products companies. Finally, Susi O’Neill explained why 29% of employees sabotage their company’s AI strategy and outlined how to successfully establish an AI strategy that is sustainable long-term. The technology specialist offered an entertaining perspective that positioned AI somewhere between hype and the fear of disruption. The foresight strategist, Vikki Ostrom, also covered the future or, more precisely, preparing for potential future scenarios, whilst Will Good and Will Rust (CEO and CCO of Prominate Global, respectively) delivered a highly amusing, dynamic presentation, showcasing the magic of merchandise.
Panel discussions were held between the keynotes on topics like sustainability, technology and the importance of studies.
Several panel discussions featuring industry representatives and external experts were held between the keynotes on topics like sustainability, technology and the importance of studies and reliable data. The feasibility and advantages of implementing a “traffic-light” labelling system – similar to the one used in the food industry – for merchandise products, as well as methods for accurately measuring the return on investment for individual items was also broached in the course of the discussions.
The PPAI also took the opportunity to unveil a broad-based advertising campaign for merchandise, alongside a comprehensive study on the global promotional products market, the results of which are due to be published shortly.
Gave a lesson in resilience: The polar explorer and extreme athlete, Ben Saunders.
When the three-day event came to a close, it was once again clear just how valuable and important it is for the international industry to collaborate closely and drive joint projects forward. Taking into account the numerous ongoing initiatives at both company and industry-wide level, the merchandise sector doesn’t need to be too apprehensive when looking ahead to the future, in spite of all the challenges it faces.
The EAC held its first ordinary general meeting after the event. “The EAC has generated an unprecedented level of momentum within the industry at European level,” the EAC Chairman, Steven Baumgaertner, commented. “We must now leverage this momentum. To enable the industry as a whole to grow, we need to promote international cooperation. That is why one of our medium-term goals is to bring even more countries into the community and expand the association.” According to Baumgaertner, the summit itself is expected to expand further. “At events like this, you can see how the professionalisation of the industry is increasing. It is inspiring. I would like to see the number of participants double by next year.”
The date and the venue for next year’s International Leadership Summit is to be announced soon. // Till Barth
Photos: Till Barth, © WA Media; PPAI
