Advantage Group Marks 25 Years with Spectacular Celebration, Awards, and Heartfelt Tributes

Kenilworth, Warwickshire – 27th November 2025 – The Advantage Buying Group celebrated its landmark 25th anniversary in style at a Members’ Day, Product Showcase, and Gala Awards Dinner that drew a record turnout from both members and suppliers.

A Day of Connection, Insight, and Celebration

The anniversary celebrations began with a Members’ Meeting, where attendees were welcomed with goody bags featuring products from XD Connects, Mid Ocean Brands, Bagco, Laltex, Bio-Labs, First Editions and POD.

The day continued with a State of the Nation presentation by Phil Goodman, CEO of the BPMA, delivering a thought-provoking overview of the industry, spotlighting emerging trends and pressing challenges.

Next up was the Sustainable Genius Bar, where specialist suppliers First Editions, POD, and JuteBag challenged assumptions about sustainable branded merchandise, offering myth-busting insights, practical guidance, and innovative approaches to embedding circular principles into everyday sourcing. Members were also invited to take part in a ‘golden ticket’ competition, with one lucky winner taking home a £100 M&S gift card – perfectly timed for some festive shopping!

After lunch, the Advantage Product Showcase brought together over 50 suppliers, offering members a first look at the latest products and innovations shaping the industry.

An Evening of Glamour, Awards, and Surprises

As evening fell, a drinks reception set the stage for the Advantage Dinner and Awards, celebrating excellence across the group. Thanks to The Sweet People for the branded crackers, which added a festive pop to every table.

Awards were presented on stage in front of a captivated audience:

50 Years in the Industry: Celebrating Galpeg’s remarkable half-century

Founder Members Award: Recognising Debbie Willsmer (Willsmer Wagg) and Philip Moulds (Pressplus Limited) as founding members of Advantage

Best Member Website: Merchandise Branding. Nominated – Blue Fish Promo and Nicara Branded Merchandise.

Most Wanted Award: Presented to Stay Sourced, in recognition of their consistent top rankings across award nominations

Account Manager of the Year: Winner – Annouchka Birch, Goldstar Europe; Runner-up – Claire Etoe, Preseli

Customer Service Team of the Year: Laltex Promo

Unsung Hero: Tom Verow, Mojo Promotions

Supplier Innovation of the Year: Winner – Mid Ocean Brands (for express service on 30kg+ orders); Highly commended – Foamo, First Editions

Circular Initiative Award: Pink Sheep, in recognition of their commitment to sustainability and the promotion of circular principles throughout their work

Group Supplier of the Year: Winner – Laltex Promo; Highly commended – WCMA; Commended – Castelli, Juniper, Keramikos

Group Member of the Year: Winner – Mojo Promotions; Highly commended – Impamark; Commended – ASP, Stay Sourced

During the awards, Advantage co-founder Lawrence Angelow received a surprise ‘This Is Your Life’-style tribute from Gill Thorpe (The Sourcing Team) and Debbie Willsmer (Willsmer Wagg), celebrating 25 years of vision, dedication, and leadership from Lawrence and Martin. The highlight? Debbie and Gill snapped a selfie with Lawrence—only for him to turn around and find the entire room wearing masks of his face!

The night continued with an ABBA tribute band, DJ Lyndsay, and a photo booth to capture all of the fun.

Oodles of Noodles The event also highlighted Advantage’s commitment to giving back, with a collection of over 650 Pot Noodles to support Newbury Soup Kitchen.

The 25th anniversary was a fitting celebration of the people who have made Advantage what it is today, recognising the contributions of members, suppliers and partners.

For more information, visit www.group-advantage.co.uk