The outstanding results of the promotional industry exhibition IPSA & PSI Russia 2021

Sep 17, 2021

The 36th international promotional industry exhibition IPSA & PSI Russia 2021 - an event about promotion, gifts and branding - took place on 7-9 September 2021 at Expocentre.

Once again, advertising and event agencies, marketing and sales professionals could find new partners and suppliers, optimise cooperation conditions, choose the most efficient solutions and profitable offers of promotional products, and be inspired by ideas for branding future projects.

At IPSA & PSI Russia 2021, more than 130 companies presented a variety of solutions for brand promotion and personalised communication with customers, from accessories made of wood and leather, business souvenirs, decorative items, electronic gadgets to equipment for production of POS materials and award products.

Exhibitors included bright representatives of the industry such as: Flexpocket, Happy Partner, iLUXE, LRT, Art-Grani, MEZA, Promo Workshop, Alpha Design, Bolshaya Sem’ya, Pulya v stakane, STAN, KEM Printing House, TriSar.

At the exhibition a variety of textile products were presented: STAN guests could acquaint with the variety of textiles and opportunities for application; RUNO presented designer leather aprons; a new collection of denim merchandise could be seen at the stand of Best-uniform, a wide range of promotional products was presented at the stand of Bolshaya Sem’ya.

A variety of printing services could also be seen at the stand of "Alpha Design", "Labyrinth", KEM Polygraphic Complex, "ROLIKS".

The exhibition presented a wide range of gifts for every taste and budget. Premium business gift solutions could be found at the stand of iLUXE, gifts in ecological packaging from natural wax were presented at the stand of Happy Partner, and people with a temper and adventurers could be interested in handmade souvenirs from Pulya v stakane. Tea connoisseurs enjoyed products from the YANYSHEV stand, they make author blends and import unusual beverages from China. On this basis, the company creates original corporate souvenirs. At the Dragon gifts stand, new gadgets with endless features were presented, and visitors had the opportunity to buy Xiaomi products at wholesale prices, as well as receive gifts.

Regional companies were well represented this year, including representatives from the Arkhangelsk, Vladimir, Voronezh, Kirov, Kostroma, Orel, Ryazan, Samara, Saratov, Primorsky and Stavropol regions.

The exhibitors shared their views on the event.

"We take part in the IPSA & PSI Russia exhibition every year. Already on the first day of the exhibition we received interesting contacts, including end clients, advertising agencies from Moscow as well as from the regions. We hope that the results of this exhibition will surpass even the pre-pandemic exhibition results", commented Vladimir Krutetsky, head of the Flexpocket gift department.

"This is the first time we are exhibiting at IPSA & PSI Russia and we are pleasantly surprised, as the exhibition impresses by the number of the target audience. We have already received contacts from both corporate clients and shops. I believe that participation will be fruitful. Personal meetings are necessary to show the product, discuss details, talk about ourselves and production, explain what and how we do and why people need it," shared Andrei Shulga, development director of Wooden map.

"We have been taking part in the exhibition for four years now. IPSA & PSI Russia is a great exhibition where you can talk to different people, clients from other cities and countries, show your products, your capabilities and find points of contact in the future. Such exhibitions help you find both what you have been looking for for a long time and see something new," said Mikhail Zheltikov, head of sales at Rolik.

"This is the first time we are taking part in IPSA & PSI Russia, and we like the exhibition very much. It is important to participate in such exhibitions to see and touch the product. It is important for visitors to look for corporate gifts or to expand the range of products in their shops. Our impressions of the exhibition so far are extremely positive and it is likely that we will take part in the 2022 edition as well," commented Vitaly Safin, Director of Offline Sales at Pulya v stakane.

A business programme has been prepared for marketing, branding, advertising, sales specialists, business owners, pr- and event-managers. This year's IPSA & PSI Russia Brand & Business conference was held in a renewed format. The focus was on effective cases in BTL promotions over the year.


During the conference, representatives from well-known market players shared their effective BTL campaign cases.

On 7 September, the conference discussed promotions, giveaways and loyalty programmes.

Kirill Kadyvkin from emg: Communication Agency talked about how to win the hearts of both children and parents by means of branding and proper collaboration in the case study: "Dirol and Minions are launching a prank system". Alyona Sidorova, account director of Deep Creative agency shared her experience in Unconventional approach to BTL-promotion and told about the case of toilet paper promotion during the lockdown period. Natalia Golikova, account director of Action, told how to conduct a product tasting, completely abandoning the promotional staff in the case for Milka. Sergey Kalyuzhniy, Creative Director of CreativePeople, told how to use gamification to attract users to sign up for the loyalty program and make purchases using the case of S7 Airlines in a difficult for airlines 2020 year. Also on this day Dmitry Pertsov, Creative Director of digital agency Nectarin presented the New Year case of Oriflame: "Marrying image and performance with the best men in the form of brand personages".


The 8th of September was dedicated to the discussion of the cases, focused on the Point of Sale incentives and striking examples of merchandising.

On this day a discussion on "Peculiarities of cooperation between supplier of promotional materials and the end customer" was held involving Yuri Slutsky, General Director of "Oasis", Stanislav Shtrikh, Director of "Shtrikh Ru", Andrey Afonin, General Director of "BLB-Corporate Gifts", Vladimir Mazur, General Director of Portobello. Dmitry Tselischev, Head of merchandising department of BEETL told about optimization of the merchandising process by using photo-recognition system in the case study: "Efficient work with the shelf. Merchandiser or photographer. How to make an employee really work with the shelf?”. Anastasia Verbovataya, account head of Panda Digital agency, shared a case study for SPLAT #ForDistant&CloseOnes and ideas on how to get closer to the consumer during the pandemic. Sergey Kiselev, from BEETL, shared information about the risks for the self-employed and individual entrepreneurs in the session: "Safe Partnership: Client and Agency”. Gemma Pinkhasova, Head of Promo/Inventions at POS Media Russia told how to effectively highlight a new brand in the category of cleaning products in the case study: "WOW In-store Support for New Product Launch".


​On 9 September, on the final day of the conference, speakers shared event marketing cases.

Natalia Golikova from Action told how to run a live event and ensure a high-profile finale in the case study: "Barney. World Records". Veronika Varakina, Account Manager at the marketing agency CLEVER marketing, told about how to implement an event in the age of "cancellation", to change 2 platforms in 3 days and successfully complete the task of attracting a new audience in a case study, "Event marketing of a federal brand using integration into a mass event as an example".


All 3 days the guests were also attracted by presentations at the exhibitors' stands, product consultations and effective networking.

Industry partner: Association of Communication Agencies of Russia. Project partner: Flexpocket.

The organiser would like to thank participants, speakers and guests of the event. See you next year, 6-8 September at IPSA 2022.



IPSA & PSI Russia 2021 international exhibition of the promotional industry is the leading professional B2B event of the promotional industry, which is a traditional meeting point of producers and suppliers of promotional materials with representatives of advertising agencies, large corporate customers and distributors from all over the country. Exhibition website:


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