The British Promotional Merchandise Association Welcomes Industry Expert, Phil Goodman, as CEO

We recently sat down with merchandising industry expert Phil Goodman, newly appointed CEO of the British Promotional Merchandise Association (BPMA), to learn about his role, the new strategies he is looking to implement in the organisation and the current and future state of the merchandising industry.

Tell us a bit about yourself and your career to date:

I started my career in an advertising agency before launching my own agency, Brandwidth in 2003, where the business grew into a company with a headcount of 120 people and annual revenue of £12 Million.

From inception, Brandwith evolved into a digital innovation business, solving marketing challenges for brands such as Apple, Porsche and the United Nations.

However, we later sold that business in 2018 to Next 15 plc and eventually departed at the conclusion of my contractual obligations before I moved onto investing in my landscape design and nursery business, Form Plants.

Looking for a new challenge, I started a new, senior leadership role with The British Promotional Merchandise Association (BPMA) earlier this year,. and look forward to seeing how I can drive the organisation forward.

You joined the BPMA in April 2024 as its new CEO to help drive the future of the organisation. What is the BPMA, and what does it offer to its members?

The British Promotional Merchandise Association is the trade body for the amazing promotional products industry in the UK. Our members are representative of the very highest standards of professionalism, compliance and sustainability. We operate the industry’s education and awards programmes, lobby on relevant policy, represent the industry domestically and internationally and champion the effectiveness of promotional products within the overall marketing mix.

What made you want to join the BPMA?

When I decided to return to a full-time senior leadership role, I was adamant that I didn’t want to go back into the world of agency but wanted an outlet for my wealth of relevant experience – not forgetting the want for a new and intriguing challenge. The BPMA represents a great opportunity to make a positive impression by utilising my experience in brand, digital, marketing and communication and I am excited to help drive positive change under my leadership.

What are you looking to achieve with the BPMA, and what new strategies have or are you looking to implement?

I am very fortunate to have a mandate to affect positive change and improvement from the BPMA Board. The first initiative is a rebrand for the association. It is the first in a decade and it has been thrilling to develop a new visual identity that is consciously designed for digital-first communication.

The rebrand will be supported by a brand-new website and communications strategy, which will be in effect from January 2025. Next year is also the 60^th anniversary of the BPMA which provides a great platform for us to reflect and be nostalgic, whilst also using it as an opportunity to look forward to what the next 60 years may have in store for our industry.

How will you foster innovation in the organisation to ensure it adapts with market trends?

In conjunction with our new brand. We will be commissioning weekly research that will provide insight and spot trends in promotional products. We will continue to build on the great work we have achieved on sustainability and seek to embrace more digital tools to help members measure their impacts.

What is the current state of the merchandising industry, and what are your predictions for its future?

The industry is in good shape. “Merch” is now common vernacular amongst young consumers, and the concept of branding products has never been more accessible. The challenge of leading on sustainability is crucial for the industry as a whole, and it is the responsibility of everyone in the industry to take it seriously and to demonstrate to brands that sustainable solutions are available.

Indeed, our members are leading on both product and material innovation and responsible actions on the management of excess stock and the mitigation of waste. If we continue to listen and adapt to emerging trends, then the future of our industry will be very healthy indeed.

What key trends and challenges will shape the industry in 2025?

As more businesses offer product branding as part of their service, we must work to ensure that quality standards in the industry are maintained. I welcome more diverse businesses into membership of the BPMA as that will enable us to be more influential.

Sustainability isn’t a destination. It is a journey, and we will remain on the journey of continued improvement on behalf of our industry. In addition to this, we are curating an exhibition of 60 years of merchandise to celebrate our anniversary next year. We hope this will reconnect people to amazing merchandise that they remember from their childhood, as well as showcasing the very best of what is available today, and how far we have come. Watch this space.