transformation” and “responsibility” haven’t been around since those early days. They represent ways promo has evolved, and both are signs of a healthy industry. That’s why they each play a part in determining PPAI 100’s rankings. On one hand, responsible ecological practices may be necessary for the long-term viability of promo, as it aims to distance itself from the “brandfill” accusations of potential consumers. On the other hand, it’s also a key indicator of company success. That alone is enough for it to factor into PPAI 100. “There’s a very strong business case to being a sustainable company,” says Elizabeth Wimbush, PPAI’s director of sustainability and responsibility. “A lot of what you’re doing in your supply chain investigating and material investigating is you’re finding processes that can be more efficient. And there’s cost saving in efficiencies.” Companies like PCNA and Gemline have been ahead of the curve, blazing trails in sustainability in years past. To receive a PPAI 100 Responsibility high mark was simply a matter of course for them. If you ask Wimbush, the companies with those high marks are not just getting accolades for their most recent year, they’re showing the rest of the industry what they must prepare for. “How companies position themselves – in promo or not – with sustainability or responsibility is really about future proofing,” Wimbush says. Of course, the future has never looked more digital than it does today. And tomorrow? Well, we can only venture to guess. But PPAI 100 recognizes the companies helping the industry embrace that future with high marks in Digital Transformation. “Digital transformation is a journey that you choose to embark on and a refusal to accept the status quo,” says Jeison Ortega, chief technology officer at Charles River Apparel. “When things are going well, you have to be of the mindset that they could be better.” That can take so many forms. One innovation can influence another, and on and on. That makes it one of PPAI 100’s most exciting high marks. The industry isn’t going to sit still, and digital transformation is one of the primary reasons PPAI 100 will keep evolving. “The worst thing you can do is stay still,” Ortega says. ‘He Wanted It To Be A Growth Business’ At a certain point, the little things stop becoming little things when you add them up. Industry Faith, for example, makes a difference in the health of this business. For the supply chain to be strong, both suppliers and distributors must have trust in a partner’s ability to meet their obligations. Danny Rosin, president of Brand Fuel and incoming PPAI Chair, says that at one point his firm’s average payment time was 42 days. An enterprising member of the accounting team figured out an efficiency that turned that number into 18 days, a significant difference. Now, the distributor has “Accounting Day” events that Rosin likens to a music festival but for numbers. Similar to Rosin’s willingness to give all the credit to his employee for Brand Fuel’s payment time improvement, most promo leaders know they owe their success to their employees and that future success is dependent on giving them the tools they need to make an impact. That’s why Professional Development is also a factor in PPAI 100 rankings. “When you walk into your first day in this industry, you don’t know how the supply chain works,” says Jessica Gibbons- Rauch, PPAI’s professional development lead. “You don’t know what a multi-line rep is. Education is not an immediate profit-generating Jeremy Lott Jeison Ortega Danny Rosin Amanda Clay Alok Bhat PPAI • MAY 2025 • 59 Road To PPAI 100 | Must Read
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