PPAIOklahoma City-based marketing communication agency Saxum has been named agency of record for Promotional Products Association International.

Headquartered in Irving, TX, PPAI represents the $20 billion promotional products industry, which includes wearables, calendars, writing implements, drinkware and other promotional items bearing company names and logos. The world’s largest non-profit association, PPAI serves more than 11,000 corporate members, which comprises more than 33,700 businesses, and runs its PPAI Expo, the industry’s largest trade show. Founded in 1903, PPAI is also the world’s oldest non-profit association.

Saxum is now charged with developing a national, integrated communications campaign for PPAI that will focus on strategic brand positioning, media relations, creative content and paid media. A statement released by PPAI said Saxum will work to reach key industry trade media regarding the development of that industry’s “first multimedia evidence-based promotional products case study campaign library.” PPAI referred to the campaign as “the promotional products industry’s first cohesive awareness and branding initiative.”

Aided by research and input from industry leaders, PPAI recently developed a five-year branding initiative that covers buyer purchasing habits and preferences. The initiative is designed to position promotional products as a “preferred advertising and marketing tool among professionals responsible for branding, advertising, media planning and media buying.”