Welcome to the 2018 Power 50 list, which ranks the most influential people in the industry.

#38 Chris Lee, Brand Addition

2017 Rank: N/A
Title: CEO
Industry Experience: 18 years

After a one-year absence, Lee returns to the Power 50 after his firm’s global sales hit $120 million in 2017. Europe’s largest distributor, Brand Addition has nine offices worldwide and has made inroads in the U.S. through its acquisition of Gateway/CDI. Peers view Lee as an adept marketer who’s advancing the industry’s image in creative ways and working with significant brands, like Google, Clarins and Michelin. Here, Lee discusses the challenges and opportunities he sees economically and in the promo market.

Q: How would you describe your leadership style?
A: I think it’s hardworking and straightforward. I’m always aiming to create a positive, results-driven environment for the team to show off their talents. I’m always myself, too.

Q: What specifically is Brand Addition doing to innovate?
A: Following our acquisition of GatewayCDI – now Brand Addition U.S. – in 2016, we’ve had a consistent strategy of organic growth through managing large, complex programs. Each of these programs has its unique requirements and this means we’re constantly evolving the skills in Brand Addition. Whether it’s in developing web, brick or pop-up stores, managing multiple currency and language needs, or distributing to countries across every continent, we’re constantly having to innovate to deliver these services.

Q: What’s the climate like for promo sales in Europe right now?
A: I believe the promo market reflects the overall business environment. It’s stable, but as long as there’s uncertainty on how, through Brexit, the U.K. will trade with Europe and the rest of the world, there will be a nervousness hanging over us.

Q: With offices scattered around the world, how do you keep your staff connected?
A: Firstly, our travel budgets are high! Brand Addition has a diverse group of geographies and people and we’re a better business for it. Each of our offices has its own personality but it’s also important that we belong to the same family regarding culture and values. Our management team is made up of representatives from every site and we work hard at sharing the news, views and direction of the business.

Q: Over the next few years, what’s the greatest threat to our industry?
A: I think there’s a great future for the continuing use and growth of promo products by businesses and increasingly consumers, too. The hard part will be predicting the purchasing habits of the buyers and how suppliers and distributors should best position themselves to be relevant in the future.

Q: Who’s someone you admire in the promo industry and why?
A: Outside of Brand Addition, three people stand out. At 4imprint, I was privileged to learn from watching Kevin Lyons-Tarr and David Seekings manage and develop the company. Over the last three years, I’ve loved working in St. Louis evolving GatewayCDI into Brand Addition U.S. Through this process I met Chuck Fandos; his relationship-building and willingness to share his knowledge and experience mentoring others is humbling.

Q: What’s your top personal goal over the next 12 months?
A: Ha, I think my response should be something about family, right? But selfishly, I really want a single-figure golf handicap!

Q: Some people in the industry might not know that you were a pro soccer player. So, what happened to England in the World Cup?
A: So close! We had a great run, but fell short in the end. It really was a unique summer for us in England – the sun shone all summer, the soccer team was brilliant and for a short while we all forgot about Brexit. I’m already looking forward to attending World Cup 2026 in the U.S., Canada and Mexico.