Canada’s female promo leaders once again held a successful professional development event for women across North America.

Promotional Products Professionals of Canada (PPPC) hosted its 15^th annual Women’s Empowerment Event (WEE) on Friday, May 24 and Saturday, May 25, with the theme “Ignite Your Influence.” Sixty female promo professionals from across Canada and the U.S. convened at the White Oaks Conference Resort & Spa in Niagara-on-the-Lake, ON. This was the second time PPPC hosted WEE at White Oaks, and follows an evening gathering in 2023 ahead of PPPC NATCON.

Attendees enjoyed dinner at nearby Wayne Gretzky Estates at the end of the first day of the event. (Photo: Carol de Ville)

After a registration breakfast and networking lunch to start Day 1, attendees gathered to hear from Lisa Bragg, a Toronto-based speaker, corporate trainer and author of Bragging Rights: How to Talk About Your Work Using Purposeful Self-Promotion.

“We’re always told, ‘Soon, someone will notice you – just put your head down and do the work,’” said Bragg. “But we have to talk about ourselves. Be proud, spirited and brave, but not boastful. You get more opportunities when you brag about yourself.”

Speaker, trainer and author Lisa Bragg encouraged attendees to be their own advocates and speak up about their achievements.

Self-promotion, said Bragg, is when others notice someone’s “brag-worthy points.”

“Market to where you want to go,” she concluded. “Bet on the promise of your future self.”

Angela James, a former women’s hockey player for Canada, member of the Hockey Hall of Fame and Officer of the Order of Canada, then addressed the group. James was a member of the Central Ontario Women’s Hockey League and the National Women’s Hockey League, and played for Team Canada in the first International Ice Hockey Federation (IIHF) World Women’s Championship in 1990.

“I had a tough upbringing,” said James of her childhood in hard-scrabble Flemingdon Park in Toronto, where an ice arena now bears her name. “But I wouldn’t have it any other way. I could always rely on hockey. It’s a team sport, like business.”

James talked about the highs of her career, and the lows – like being cut from the Olympic team just before Nagano 1998. “You have to learn from tough situations and never forget where you came from,” she said. “No one succeeds by themselves.”

Official WEE-branded items distributed on the first day included a crewneck (KOI2040L) from SanMar Canada (asi/84864); throw (20661) from The Kanata Group (asi/73520); and FEED organic tote (9009-06) from PCNA (asi/66887).

WEE merch given to each participant included a crewneck (KOI2040L) from SanMar Canada (asi/84864); throw (20661) from The Kanata Group (asi/73520); FEED organic tote (9009-06) from Top 40 supplier PCNA (asi/66887); magnetic nametag (BAP6252M) from iSM Line; 40-oz. tumbler (DA9740) from Debco, part of Top 40 supplier HPG (asi/61966); drink infuser from Fuse & Sip; Castelli journal (Q24MC) and recycled plastic pen (DOTBK) from Top 40 supplier The Magnet Group (asi/68507); birthday cake-flavored lip balm (LB105) from Top 40 supplier NC Custom (asi/44900); and herb kit (FHS4580) from Botanical PaperWorks (asi/41273).

In the evening, the group enjoyed dinner, as well as an open bar and Wine Garden afterparty courtesy of platinum event sponsors ASI and SAGE, at nearby Wayne Gretzky Estates. Each table setting included an insulated stemless tumbler (DW413) from Top 40 supplier Spector & Co. (asi/88660), imprinted with a quote from Angela James.

“The true highlight for me was spending two days connecting with like-minded women, sharing experiences and ideas, and building lasting relationships,” says Nikki Sgro, director of MK Promo, a division of Marketing Kitchen in Markham, ON. “This was my fourth WEE and I’m already looking forward to 2025.”

Tierney Culmer, owner of Culmer Pen Company (asi/47848) in Mississauga, ON, attended WEE for the sixth time. “It was once again refreshing, inspiring and unforgettable,” she said. “It was such a pleasure to come together with exceptional industry professionals in a beautiful setting to learn, collaborate and network. Many thanks to the organizers for all their time and effort to host such a wonderful event.”

Kate Plummer, director of sales for the Beacon and Debco brands at HPG, is a long-time member of the WEE committee and spearheads the official WEE merchandise each year. “I loved the energy this year,” she said. “There were so many new faces – a number had wanted to come for years and finally made the leap. Right beside them were the success stories from the very beginning. It’s amazing that we can have a space that fosters growth and connection.”

On the morning of Day 2, attendees enjoyed early-morning yoga and received yoga mats (YM8872) from Debco. Following a networking breakfast, attendees received new Canada-specific State of the Industry data from ASI Research (see sidebar); enjoyed a presentation on new AI platforms for business from SAGE’s Vice President of Marketing Bille Forman, and Dana Porter, vice president of information services; and competed in a resort-wide scavenger hunt.

WEE merch on Day 2 included a laptop sleeve (LVX-2) from Top 40 supplier Stormtech (asi/89869); journal (Q2425) from The Magnet Group; and travel bag (4517-T) and scrunchie (3080) from Martini-Vispak (asi/93987). Attendees received an insulated stemless tumbler (DW413) from Spector & Co. during dinner at the end of Day 1.

To round out the second day, committee member Ann Baiden, CEO & founder of Innovatex Solutions (asi/231194), moderated a panel featuring multi-line rep Tamasin Ashby of Your Promo Rep; Kathy Cheng of Redwood Classics Apparel (asi/81627); Beth Crowell of Mayday Group; Jenn Waterston of Promotional Elements (asi/300786); and Kate Plummer. Topics included defining “influence” (in line with the event’s theme), the role of storytelling in amplifying influence, and the importance of mentoring others.

An afternoon panel on Day 2 featured (from left) Beth Crowell of Mayday Group; Jenn Waterston of Promotional Elements; Kate Plummer of HPG; Tamasin Ashby of Your Promo Rep; and Kathy Cheng of Redwood Classics Apparel. Ann Baiden of Innovatex Solutions (standing) moderated. (Photo: Carol de Ville)

“Witnessing the growth of longtime attendees was phenomenal,” said Baiden, “and watching industry women come together to strengthen both each other and the industry makes the hard work worthwhile. It was also great to see so many vintage WEE products being used over the course of the weekend, proving that these items are valued and stand the test of time. Both [committee member] Carol [de Ville] and I were using toiletry bags from WEE 2017.”

Ashley Akbari, sales executive at Promotional Source (asi/301292), had attended twice before, but this time marked her first two-day, in-person event. “It’s an unbelievable experience that reminds you of the importance of community and collaboration with some of the most amazing women I’ve ever met,” she said. “I left feeling motivated, refreshed, confident and ready for success. I look forward to connecting with all the new friends I’ve made, beyond business.”

Katrina Derksen, PPPC’s event & membership manager and a WEE committee member, looked back fondly on the “lively” sing-along bus ride to Wayne Gretzky Estates and the Wine Garden afterparty.

“A special acknowledgment goes to the incredible committee, whose dedication and hard work made everything seamless and impactful,” she said. “The attendees were a dynamic group of professional women and advocates who brought energy and enthusiasm – they made the event truly memorable and empowering.”

Sponsors included ASI Canada, SAGE, Debco and The Kanata Group.

Carol de Ville, president of The Branding Company (asi/145376) in Brantford, ON, and the recipient of Counselor’s Woman of Distinction award in 2020, called the event “a success,” adding “it was one of the most powerfully received by attendees, who told us they felt inspired and motivated and appreciated the chance to network and meet new industry friends.”

Michelle Edwards, who recently returned to promo as part of Debco’s national sales team, celebrated her 12^th time at WEE. “I was away from the industry for four years, and I was welcomed back with hugs and smiles,” she said. “We practiced bragging about our wins and reaching for our aspirations while lifting others up to do the same. The speakers were motivating, and I learned about key industry overviews and insights. The swag was really good too. I’m looking forward to 2025.”