The Canadian promo industry has officially added another annual event to its roster.

Promotional Product Professionals of Canada (PPPC) welcomed 65 leaders in the North American promo industry to Catalyst, a conference held from May 5 to 7 at the Westin Bear Mountain Golf Resort & Spa in Victoria, BC. Attendees participated in education sessions, thought sharing and networking.

From left: Mitch Freed of Counselor Top 40 distributor Genumark (asi/204588), Kate Plummer of Top 40 supplier HPG (asi/61966) and Morgan Edgecombe of Edgecombes Marketing & Promotions (asi/185952) discuss their experiences working at their families’ respective promo businesses during Catalyst.

The event was two years in the making, after PPPC President and CEO Jonathan Strauss and Jenny LeBricon, national sales manager of North American corporate sales for Levelwear and the past PPPC board chair, agreed Canadian promo would be well-served by an educational and leadership-centered gathering.

“Catalyst marked an exciting new chapter for PPPC as our first dedicated event focused on learning and education, and the response from our members has been incredible,” said Strauss. “Providing meaningful professional development opportunities like this is essential to helping our industry grow and evolve.”

Ashley McCune, formerly of Facilisgroup and the founder of Exec to Coach, kicked off the event with a keynote presentation entitled “Scaling Your Business: Unlocking the Power of People & the Rockefeller Habits.” She emphasized leaning into these best practices, the importance of team alignment, keeping priorities manageable and fostering a culture of trust as the all-important foundation of any team.

“Schedule 15-minute daily huddles,” she said. “These aren’t accountability meetings; these are opportunities to find solutions to issues that may arise and offer updates. And remember – if you have more than three priorities, you have no priorities.”

Mike Schwarz, CEO of myZone AI in Vancouver, presented an overview of how far AI technology has come and where it’s poised to go next in “The AI Wake-Up Call.” With AI computing power poised to increase exponentially over the next couple of years, he encouraged attendees to use it to be more efficient in sales and content creation. “This is where we’re going,” he said. “Those who use AI will win over those who don’t.”

Branded items from the event included lanyards from Martini-Vispak (asi/93987), badges from ArtechPro (asi/87400), soap from Botanical PaperWorks (asi/41273), portable speakers from Debco | HPG (asi/61966), journals from Denik (asi/49264), water bottles from Spector & Co. (asi/88660), executive pens from SRG (asi/84592; Canada, 84595) and tote bags and noise-reducing earbuds from Trimark (asi/92122).

Heidi Reimer-Epp, CEO of Botanical PaperWorks (asi/41273) and a member of the PPPC Sustainability Committee, led a panel on sustainability trends, certifications and education featuring Denise Taschereau, owner of Fairware (asi/191452); Brian Leigh, vice president of sales and marketing at Promotional Source (asi/301292); and Edward Huang, vice president of sales and operations at Promobilia, the custom overseas sourcing division of Counselor Top 40 supplier SRG (asi/84592; Canada, asi/84595) and head of the PPPC Sustainability Committee.

“It’s a journey,” said Huang, of implementing sustainability practices at a company and focusing on sustainable products. “We don’t have all the answers, but we’re always looking at ways to improve.” SRG recently released its 2024 Impact Report, which states that the company reduced its carbon footprint at both its Canadian and U.S. facilities by 13% since 2022.

A panel discussion called “From Generation to Generation” with Mitch Freed, CEO of Counselor Top 40 distributor Genumark (asi/204588) and a member of the Counselor Power 50 list; Kate Plummer, director of business development at Debco, part of Top 40 supplier HPG (asi/61966); and Morgan Edgecombe of Edgecombes Marketing & Promotions (asi/185952) rounded out day one of Catalyst. The three talked about their experiences working at their families’ respective companies, including the positive and the challenging. Succession planning is important, they agreed, but it’s often not spoken of.

“You have to talk about it, the ‘hit by the bus’ situation,” said Plummer. “Anything could happen to any one of us. Even if people don’t want to talk about it and it’s uncomfortable, it’s critical to have a plan for the business.”

On day two, PPAI’s Drew Holmgreen, who was appointed CEO in late 2024, talked about his ad agency experience and elevating the perception of promotional products – including lobbying for the industry in Washington, D.C. Catalyst wrapped with a panel called “From Outsiders to Promo Industry Leaders” with Jill Pascuzzi, vice president of sales and marketing at Brand Blvd (asi/145124); Yousuf Sandeela, CEO of Fully Promoted Canada, part of Top 40 distributor Fully Promoted (asi/384000); and Dana Zezzo, vice president of strategic growth for Counselor Top 40 distributor American Solutions for Business (asi/120075).

“We have to ask the right questions,” said Pascuzzi, who was in software sales until she began her career in promo two years ago. “I was surprised at the questions reps weren’t asking our customers. It’s asking the right questions, not just selling product, and that’s done well in tech sales.”

From left: Paul Wieleba, owner of multi-line agency {WE} Promotional Advertising and PPPC board chair, moderated a panel with Jill Pascuzzi of Brand Blvd (asi/145124), Yousuf Sandeela of Fully Promoted Canada, and Dana Zezzo, vice president of strategic growth for American Solutions for Business (asi/120075).

Said Pascuzzi at the conclusion of the event: “It was an inspiring few days. The setting was incredible and brought together great people and thoughtful conversations. Ashley McCune had powerful reminders about the leadership groundwork that’s needed to grow your business. My biggest takeaway is if you embrace AI wisely, it will drive efficiency, boost effectiveness, scale operations and increase profitability. I walked away energized and can’t wait for the next Catalyst.”

For Ashley Hagel, production coordinator at Creative Boulevard (asi/143646), McCune’s session was also especially memorable. “She really made me think about how I can grow as a leader,” she said. “The AI session gave me a better sense of how it can be used day to day and where it’s headed, and Jill was very inspiring – she really understands her people’s strengths and weaknesses and leans into those to work as a team.”

Raveena Lokur, account executive for Denik (asi/49264), oversees the Toronto office of the Utah-headquartered notebook company that donates proceeds to building schools around the world. “Catalyst set a high bar for industry gatherings, with actionable insights and forward-thinking conversations,” she said. “As Denik continues to grow in the Canadian market, the connections and insights I gained are invaluable. Catalyst sparked fresh ideas and strategies I’m excited to implement.”

Already, the team at PPPC is starting to plan for 2026. “We’re proud to have launched Catalyst as a space where members can connect, learn and lead together,” said Strauss, “and we’re already looking forward to building on this momentum at the next event.”