PPAI Strategic Plan: Reaffirming Mission To Elevate The Branded Merchandise Industry KICKING OFF THE PPAI EXPO 2026, PPAI President and CEO Drew Holmgreen, CAS, unveiled the organization’s 2026–2030 Strategic Plan, a five-year framework designed to sharpen the industry’s positioning, strengthen its sense of community and equip members for sustained success in an increasingly competitive marketing landscape. The plan, developed through a months-long process involving PPAI’s Board of Directors, staff and member input, is intended to be both aspirational and operational – articulating where the branded merchandise industry should be headed, while outlining how PPAI will help get it there. The framework for the new plan was developed with support from strategy and change consultancy Coraggio Group. Visually, its structure takes the form of a pyramid, with PPAI’s new vision statement as its apex, and supported by a strong association at the foundation. Clarifying PPAI’s Mission The plan also reaffirms PPAI’s mission, grounding the broader vision in the Association’s day-to-day purpose: “Elevate the industry by strengthening our community, advocating for our members and providing them the tools to grow and succeed.” PPAI’s mission statement isn’t just a slogan – it’s part of the PPAI Board’s job description, says Danny Rosin, CAS, PPAI Board Chair. “I will work to ensure PPAI stays true to its purpose and does not drift from its focus,” says Rosin, cofounder and co-president of Brand Fuel, PPAI 100’s No. 29 distributor. “The board will bump decisions up against it, and the new mission will mediate where disagreement in the Drew Holmgreen, CAS Danny Rosin, CAS Technology Committee The Technology Committee’s mission is to drive digital transformation across the branded merchandise industry to enhance operational efficiency. Recognizing that member organizations are at different stages of digital maturity, the committee focused its 2025 discussions on a unifying cause for anxiety: security practices. Industry leaders have expressed growing concern about data protection, supplierdistributor trust and the reputational risks tied to poor security postures. As a result, the committee’s guiding principles have been: Operational efficiency starts with a secure foundation, and that organizations must capture AI’s value with eyes wide open. • Exercise caution and be aware of threats (based on the “secure foundation” principle) • Seek and harness the opportunities AI presents The committee has expressed the need to promote a cultural shift that encourages open dialogue between business and technology leaders, emphasizing the shared responsibility of security across all levels of an organization. This begins with leadership commitment to integrate security-conscious practices into everyday operations and strategic planning. The committee has also conducted a series of focused discussions leading to the creation of two specialized working groups: Security and Artificial Intelligence. These working groups have developed draft recommendations aimed at guiding the industry toward more secure, efficient and innovative operations. As far as 2026 goes, the committee has not met yet, though it has reached out to members to begin discussions on the topics they want to cover this year. PPAI • MAY 2026 • 55 Inside PPAI | Community
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