The British Promotional Merchandise Association (BPMA) has gone to Parliament and scored a victory for the promotional products industry in the United Kingdom.

In a debate held at the British Parliament’s House of Commons on March 28, BPMA CEO Carey Trevill successfully argued in favor of a motion that declared that “promotional merchandise is the medium which forges the most effective and long-term emotional relationship with its audience.” BPMA is professional trade body serving the U.K. promo products industry.

Carey Trevill, BPMA

People attending the debate were asked to vote either in favor of the motion or against it after hearing arguments from Trevill and her supporting debater Ollie Gilmore of advertising agency VCCP, as well as counter arguments from Tony Spong of marketing consultancy AAR and Alana Ballantyne of VCCP.

Ultimately, Trevill and Gilmore scored what BPMA described as a “resounding success” by delivering what the trade group said was a multifaceted argument that helped the audience understand the relevance branded merchandise holds for consumers.

Speaking to ASI Media, Trevill put the victory in context, saying that while it doesn’t have a policy effect on government, the motion passing and even the debate itself helps demonstrate the importance of the promo industry in the U.K. and to the country.

“The upside for us is we have put this context around promotional merch for end-users – that we’re powerful, and you ignore this brilliant marketing medium at your peril,” Trevill told ASI Media. “In many ways, whether we won or lost yesterday wasn’t the point. It was the fact that we were having the conversation with more than 50 end-users and members of the promo industry in the room.”

She added that this could also help promo providers in the U.K. get involved earlier in the marketing process with planners and strategists, rather than being called in at the end.  

Baroness Amanda Sater, a member of Parliament and marketing executive, chaired the debate. The event occurred through The Debating Group, an entity formed by various marketing trade bodies in the 1970s to host debates about marketing that have a political context. BPMA is a member of the group.