Promotional Products Around the Globe: Promotions from “Down Under”
The mention of Australia does not necessarily conjure up images of high-end leather jackets, fancy writing instruments or ornate desk accessories. However, unbeknownst to many, the continent and the surrounding region is home to a robust ad specialty market. In PMNow!’s continuing coverage of the global promotional products industry, this week we sat down with William Kestin, CEO of the Australasian Promotional Products Association (APPA), representing Australia, New Zealand and the surrounding region. In addition to his appointment at APPA, Kestin, a native son of the United States who has been living in Australia for the past nine years, also serves as vice president of the International Federation of Promotional Products Associations (IFPPA). Kestin pointed out that because of Australia’s unique approach to business, the promotional products industry in the region, although very impressive, may never reach the numbers found in the United States, Canada and Europe.
PMNow: Can you provide an overview of the promotional products industry in the Australian/New Zealand region?
William Kestin: It’s changing like it is all over the world. One of the things that’s terrific about the IFPPA group is that we get a chance, at least once a year, to compare notes and see where we are in comparison to the rest of the world. In Australia/New Zealand, the industry is changing considerably. It is on a growth pattern at the moment, which is a good thing for our region. I think probably what’s changing the most is similar to what’s changing in the rest of the world, and that’s competing with Chinese factories that are marketing directly to large corporations with their goods. Promotional product distributors and suppliers are trying to redefine their relationships so that there could still be successful business between them, but that their businesses could continue to grow. We have similar issues to many of the promotional products industries around the world.