Patrizia Merlino, the President of Assoprom was delighted at the successful outcome of the second edition of Promotion to Business.
I – The second edition of “Promotion to Business” – organised by the Italian promotional products association, Assoprom – took place in Milan, Italy on May 13, 2026. This initiative aims to bring promotional product agencies and buyers from the advertising industry together, who are seeking innovative solutions for branded merchandise.
Once again, the event proved to be an excellent opportunity for networking and industry-related discussions. The participation of industry professionals and qualified visitors underlined the relevance of the format, which – after just its second edition – has already established itself as a key event within the Italian promotional products market. Furthermore, the event highlighted the industry’s capacity to meet the needs of brands and companies with their creativity, quality and innovation, thereby reaffirming the strategic role of promotional products in modern communications and marketing strategies.
“The second edition of ‘Promotion to Business’ confirmed the value of a format that is designed to foster meaningful connections between agencies and buyers within the promotional products sector. It was an event meticulously curated down to the smallest detail, combining professionalism, high-quality networking and a forward-looking perspective. The impressive venue – the Voya Rooftop Milano – contributed significantly to the initiative’s success,” stated Patrizia Merlino, President of Assoprom.
As part of its ongoing commitment in supporting the industry, Assoprom also announced a press conference focusing on the promotional products sector as a key driver of growth for the Italian economy. This event is scheduled to take place on Wednesday, May 20, 2026, at 10.30 a.m. in the “Sala Caduti di Nassirya” at the Senate of the Republic in Rome. Following an opening address by Senator Giorgio Maria Bergesio, Vice President of the 9th Senate Commission for Industry, Trade, Tourism, Agriculture and Agri-Food Production – representatives from governmental institutions, the business community and the industry itself will participate in the discussion.
