There’s a phrase in France – le coup de foudre – that means to be struck by lightning, or, more lyrically, love at first sight. For Fred Misseri – a partner in and director of SYNNEO, the largest promo distributor in France, and this year’s Counselor International Person of the Year – that saying is the literal through line of his life.

His deep love of visual mediums is the genesis of his obsession with photography and using his photographer’s laser-focused gaze to catch lightning-in-a-bottle moments to last a lifetime; he’s been with his wife Helen, who oversees HR at SYNNEO, for 35 years in a meet-cute story of a French boy being bowled over by a British girl at university, straight out of a Love, Actually-like rom-com; and his love for promo, which took hold as a young man working at his parents’ distributorship, manifested itself into a lifelong career as a passionate advocate for the betterment of the industry and someone respected enough to bring a collection of disparate promo groups together to create a landmark study whose sole purpose is to make promo more reputable and as a byproduct, the world just a little more sustainable.

Fred Misseri, in case one was unsure, isn’t afraid to smartly strategize with his head while leading with his whole heart laid bare when it comes to the things he cares most about – and advancing the success, reputation and impact of the global promo community he adores is very much at the top of his list. Le coup de foudre indeed.

Finding His Calling

Misseri’s parents founded their promo company, LAGARDERE, in 1973. His father was in charge of sales and business development, while his mother managed the back office and accounting operations. “While I was still serving in the French military, my dad needed my help communicating with clients because I could speak English,” Misseri remembers. “I joined the company in 1993, so I’ve now been in the promotional products industry for more than 30 years. I started as a salesperson and was also responsible for managing sourcing and imports from China.”

In 1999, in a pioneering move, Misseri created the company’s first website; six years later, the company had developed a network of 147 websites generating between 50 and 100 inquiries per day. “In 2007, when my parents decided to retire, I commissioned an Ernst & Young company valuation and acquired the company. Then, in 2021, together with the management teams of two of my largest competitors in France, we decided to launch an ambitious and exciting project: merging our three companies to create the new market leader. This led to the creation of SYNNEO in 2022.” Today, SYNNEO employs around 120 people and generates approximately €45 million (about $52 million USD) in annual sales.

LAGARDERE joined IPPAG (the International Partnership for Premiums and Gifts) – a respected global cooperative of nearly 30 companies from 30 countries that collaborate in the international promo marketplace – in 1994, which makes it one of the oldest members of the group today. When the merger happened, SYNNEO became part of IPPAG.

“Fred is incredibly driven, but not by ego or ambition; he’s driven by a genuine passion for our industry and for the people within it.” Florence Mosnier, IPPAG

“Fred and his family have been massive supporters of IPPAG, where my former company, Prime, was the sole North American member for 30 years,” says Jeff Lederer, CEO of Counselor Top 40 distributor Myron (asi/278980). “But this is more than business – my parents went to Fred’s wedding and our families go back close to 40 years, as Fred’s dad and mine [Bob Lederer, founder of Prime and himself a past Counselor International Person of the Year award recipient in 2002] were two of the initial members of IPPAG. Having known him for so long, I can tell you that Fred is one of the smartest and hardworking people I’ve met – he’s resilient, focused and always wanting to learn more about North America and Europe with bridging the gap with global partnerships.”

Florence Mosnier, the general manager of IPPAG and Counselor’s International Person of the Year in 2024, points out that Misseri was the first person she met in the industry – and a crucial part of why she’s still in it almost 20 years later. “At IPPAG, Fred has initiated and contributed to countless projects, always looking for ways to push things one step further,” Mosnier says. “He never takes no for an answer and is relentless in making things happen, doing so with his characteristic generosity, constant humility and uniquely visionary perspective. Fred is incredibly driven, but not by ego or ambition; he’s driven by a genuine passion for our industry and for the people within it.”

Diplomatic Community

Misseri has very specific thoughts on why promo matters now more than ever, and is never one to sit idly by while others do the work to make the industry better, smarter and more relevant. “During COVID, digital marketing experienced exponential growth because brands could reach people through emails, social media and online channels,” Misseri says. “But today, I believe we’re reaching a saturation point – people are overwhelmed by digital messages. As a result, we’re now seeing a strong return of interest in physical marketing: campaigns that remain visible over time through products integrated into the daily lives of end-users. In France, this is a very clear and powerful trend. At the same time, more and more clients are asking for measurable proof of ROI on their promotional campaigns. This is relatively new in our industry, and I see it as a tremendous opportunity rather than a threat.”

Misseri maintains that the global promo marketplace needs to invest in the tools, data, intelligence and methodologies required to properly measure campaign effectiveness. “Companies and organizations that will succeed in demonstrating concrete results will create significant value for their clients and members and for the entire sector. I also believe that the combination of proven ROI and credible sustainability solutions will be decisive for the future of our industry. In fact, I’m convinced that merchandising will increasingly be recognized – with evidence to support it – as the most effective media channel available to brands today.”

After this year’s Hong Kong Gifts & Premiums Show, SYNNEO owner Fred Misseri took a trip to Japan to visit a bonsai farm, spending time with the farmers to learn the proper ways to care for the trees associated with longevity, balance and patience – all traits that equally apply to Misseri.

Two notable changes Misseri has seen over the past 30 years “are, without question, the evolution of the marketing position within our industry and the growing importance of corporate social responsibility (CSR),” he says. “First, from a marketing perspective, more and more companies in the promotional products industry now understand that we’re part of the global marketing mix. Over the years, I’ve seen the market progressively move away from a pure commodity-purchasing approach toward true branded merchandise and marketing campaign strategies.”

Without hesitation, Misseri, who was a staunch advocate for the landmark industry global CO2 study released earlier this year – with joint cooperation of ASI, PPAI, and European promo partners who paid for a noted third-party to conduct the report – showing that promotional products deliver strong brand recall with comparatively low carbon emissions, including a carbon impact per memorized impression that’s eight times smaller than digital advertising, names the increased importance of CSR as transformational for the industry.

“Sustainability and corporate responsibility have become central topics in our industry,” Misseri asserts. “Large multinational companies are now imposing increasingly strict requirements regarding recycled materials, recyclability, traceability and carbon footprint reduction. We’re also seeing a growing number of companies actively seeking to optimize the environmental impact of their merchandising campaigns and, once optimized, offset the remaining emissions. This was almost nonexistent years ago, whereas today it’s become a strong and accelerating trend across the market.”

Toby Zacks, CEO of NY-based distributor Zagwear (asi/365552) – which is also a member of IPPAG along with SYNNEO – is unequivocal in his assertion that Misseri makes the global promo community immeasurably better, full stop. “Fred is collaborative, generous with his time and ideas, and always looking for ways to bring people together,” says Zacks. “He understands that the strength of the international marketplace comes from relationships, trust and a willingness to share knowledge across borders. He’s also incredibly innovative, always thinking about how our industry can evolve, connect and create more value on a global scale.”

Misseri and his team created these small books with sticky notes and colored bookmarks inside, with the face of each employee on the front cover so they could offer them to clients and have their contact info on the back.

Shunning the Status Quo

And as much as Misseri tends to idle at “eternal optimist,” if he had a magic wand, there are several things he’d change about our industry. “First, I would want all products available on the market to be as sustainable as possible by design – in terms of materials, durability, recyclability and overall environmental impact,” he says definitively. “Second, I’d like to see the circular economy become a much larger part of our industry. That means collecting promotional products at the end of their life cycle and recycling or upcycling them into new products. Some initiatives already exist, but I believe this model should become far more developed and widespread across the industry.”

Misseri is also ardent in his belief that carbon offsetting should become standard practice for promotional campaigns. “Today, it’s still optional, but at SYNNEO, our clients decide to offset the CO2 emissions for around 15% of our orders, and we aim at reaching 30% within two years. I’d like to see this become a systematic part of the process for all our clients.”

“Fred understands that the strength of the international marketplace comes from relationships, trust, and a willingness to share knowledge across borders.” Toby Zacks, Zagwear (asi/365552)

Further, he’d like the worldwide promo industry to become fully capable of proving the return on investment of the campaigns it delivers. “The future of our profession will depend on our ability to demonstrate measurable effectiveness,” he says.

“Finally, I believe our industry needs stronger professional standards and qualifications,” Misseri states. “Every year, our sector places billions of products on the market, generating significant environmental impact through production and distribution. Yet salespeople making product recommendations aren’t required to have any formal training or certification. Given the environmental and economic impact of our industry, I think a higher level of expertise and accountability will become increasingly necessary.”

Pierre Mirlit, who runs the annual CTCO print and promo show in Lyon, France, points to Misseri’s unwavering commitment to working beyond partisan interests for the benefit of the entire industry. “Bringing together numerous national representatives from various continents is a credit to both him and SYNNEO,” Mirlit says. “In these times of market disruption, it’s good to know that our industry can count on leaders whose vision transcends borders and the short term without seeking to take credit for themselves. Fred is one of those leaders who builds the bridges we will all cross sooner or later.”

Cultural Exchange

When asked what his favorite part of the globalization of the promo market is, Misseri doesn’t miss a beat: “Having been part of IPPAG for more than 30 years, I’ve had the opportunity to discover how our industry operates and evolves across more than 30 countries,” Misseri reflects. “In India, for example, storytelling plays a major role in the sales process. In the U.S., Canada and the U.K., promotional products are deeply embedded in the culture – almost every important moment or event is associated with a branded item that people keep as a memory. In Germany, quality standards are rather high and it’s not even close to the average level you can find in the Nordic markets. What I find truly fascinating is that promotional products often reflect the culture of each country. They are almost a mirror image of local habits, values and consumer behavior. Without taking cultural differences into account, even the best campaign can miss its target. That’s one of the reasons why the global promotional products industry remains so interesting and so complex.”

Misseri is always willing to partake in discussions to share his experience gained during decades in the global promo marketplace, mistakes he’s made and ideas for the betterment of the industry.

Heather Smartt, the global head of Counselor Top 40 supplier Goldstar (asi/73295) and a member of Counselor’s Power 50 list, has gotten to know Misseri in the international promo marketplace. “What I admire most about Fred is the way he moves through the world with genuine curiosity, compassion and purpose,” Smartt says. “He truly thinks globally – always aware of the bigger picture, while never losing sight of the human side of things. His commitment to sustainability comes from a real place of care, and that’s something I deeply respect.”

Smartt maintains that what makes Misseri especially remarkable is the way he operates at such an all-encompassing level across the global industry. “He brings people, ideas and cultures together in a way that feels effortless, while always staying authentic and grounded,” she says. “Fred’s understanding of the industry goes far beyond business … it’s about relationships, responsibility, innovation and creating a positive impact on a global scale. He has a rare ability to inspire others not through grand statements, but through the way he lives, thinks and connects with people. Being around that kind of energy is both grounding and motivating.”

And in Misseri’s typical way of being humble in the face of industry colleagues lauding his myriad attributes and accomplishments, he’s quick to admit that asking for help and guidance isn’t a sign of weakness, as he’s a staunch advocate for coaching, having benefitted from it both personally and professionally. “I’m a big supporter of business coaching for myself as well as for our teams. Sometimes, taking time to reflect, challenge your assumptions and gain perspective is essential in order to move forward more effectively. At SYNNEO, our teams know they can access coaching whenever they feel the need. Because in the end, every company is first and foremost a human adventure.”