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View as HTML version PSI Journal 2/2016 EDITORIAL FRESH WIND IN THE SAILS T he PSI has started very well in 2016. But let us not forget 2015 which set the course for 2016. The first steps have been taken and must now be further developed. Aff ter 40 years of a ragged association landscape in Germany, a unified association of the promotional products industry has finally been constituted, as a “new” GWW. The first industry Oscar, the PSI Sustainability Award, was presented to a large audience. The European industry association eppa had become disjointed, without being dead. The most diverse groups and individuals are already working on a new association. It will be interesting to see what eventually emerges. In 2015, the German unified association GWW with a working group on the trade show landscape expressed its desire to have a PSI in 2017 in which one day is allocated to showing the large the advertising industry how effective promotional products are. The PSI itself has since been working together with the GWW on a concept which particularly preserves the position of the trade and consultants, whilst at the same time creating a stage that the promotional product has deserved for a long time. How else can it successfully compete behind “closed doors” with other forms of advertising? “We need to finally show the world what a highly effective and creative promotional tool Manfred Schlösser we have to offer,” said the GWW Chairman Patrick Politze during the PSI in Düsseldorf. Whereby he reiterated that it is the distributors and consultants who should invite and look after their customers, not the GWW and not the PSI. This year’s PSI has once again shown that it is time for a cautious and structured change. For years, it has been an open secret that users from the industry visit the trade show. We do not know exactly who invited them. They are certainly there and cannot be locked out from the PSI when they have regular admission tickets. With around 17,000 visitors, individual and comprehensive security checks are not possible. If we were to try it, the queues would be more than a kilometre long. So let us look forward to a PSI in 2017 with renewed vigour and new people who communicate our message in the marketing and advertising departments of our end customers. Let us look forward to a year that offers many opportunities. As the old saying goes: “Whilst we cannot change the wind, we can turn the sails to the direction from which it is blowing.” 2016 will be a good year for good sailors. And the PSI was the ideal starting point for the annual regatta. On this note Manfred Schlösser Chefredakteur PSI Journal Ihre Meinung: 1/3

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