PPPC Communiqué | Community PPAI • JULY 2025 • 61 Catalyst 2025 Ignites Industry Unity PPPC’s inaugural leadership and learning event empowered Canadian promo pros. By Margaret Williamson Batuszkin IN MAY, THE PROMOTIONAL Product Professionals of Canada hosted its inaugural leadership and learning event, Catalyst: Leading Change. Welcoming 65 industry leaders from across the country to the Westin Bear Mountain Resort in Victoria, British Columbia, the landmark event delivered a three-day experience that energized, equipped and empowered promo pros. The genesis of Catalyst dates back two years, a dream brought to life by PPPC President and CEO Jonathan N. Strauss and then-chair Jenny LeBricon. Both envisioned a homegrown event focused solely on leadership, learning and collaboration within Canada’s promotional products industry. That vision came to life in the spring with an immersive format that felt fresh, meaningful and distinctly Canadian. “Catalyst is about looking forward and ensuring we’re future-proofing our industry and aligning with our core values of education, strategic partnerships and community,” says Paul Wieleba, PPPC chair and owner of {WE} Promotional Advertising. “We need to infuse more pride and storytelling in what we do and elevate our legacy of success as the premier choice of advertising in Canada.” The event featured engaging keynote speakers, interactive sessions, tech-focused presentations and powerful panels that tackled everything from ESG to family business succession planning to innovations from nontraditional entrants in the promo space. Eric Natinsky, CEO of platinum event sponsor SAGE, led a standout tech talk exploring AI adoption and cybersecurity, while sessions from Ashley McCune (Exec to Coach) and Mike Schwarz (MyZone AI) provided attendees with tangible tools to streamline leadership and tech integration. The Top Five ESG Hot Topics panel moderated by Heidi Reimer-Epp (Botanical PaperWorks) offered frank discussions on climate strategy, data transparency and responsible sourcing. Attendees also got a global perspective in a fireside chat between PPPC’s Strauss and PPAI CEO Drew Holmgreen, where cross-border collaboration and evolving member needs took center stage. The event offered several authentic and meaningful networking opportunities for attendees as well, including a dine-around dinner. Maxx Rochette, vice president at Canadian Solutions for Business and a Catalyst platinum sponsor, highlighted the value of the event in fostering unity: “We were happy to sponsor Catalyst because it supports our core values. Even though competitors were in the same room, it felt more like a leadership team working together for the good of the industry.” A major moment during the event was the unveiling of the second annual Canadian Distributor Sales Volume Study, developed in collaboration with PPAI, offering data-driven insight into industry trends. Paired with new SAGE research and PPPC’s OnePulse polling initiatives, these findings point to a growing emphasis on madein-Canada goods, online sales and sustainable procurement. More than just a conference, Catalyst lived up to its name by sparking renewed purpose among attendees. The event challenged promo pros to reflect not just on what’s next, but what change they are personally committed to leading to better their organization and the industry. With Catalyst now cemented as a must-attend experience for the Canadian promo industry, all eyes are on the future. And if the buzz in Victoria was any indication, the momentum won’t be slowing down any time soon. Williamson Batuszkin is PPPC’s marketing and communications manager. Dana Zezzo, American Solutions for Business/Canadian Solutions for Business shared his thoughts during the Outsiders to Promo Leaders Panel Discussion during the inaugural Catalyst event.
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