Upon receiving the award, Andrew said, “Being recognised by my industry colleagues is such a privilege and honour. It means a huge amount to have that recognition come from peers who understand exactly what this work involves — people across Europe, North America, and MEAPAC who I've learned from and grown alongside for years. It's a reminder that the effort you put in behind the scenes doesn't go unnoticed by the people whose opinion matters most.”
The IMA President’s Award recognises individuals who have actively furthered IMA’s mission to create a greater awareness of incentives, help incentive suppliers prosper in a changing business environment, and through example, promote high standards of professionalism in the incentive field. This year’s award was selected by 2025-2026 IMA President Brian Dodds, CRP, IP, Vice President Sales of Dash Solutions.
Andrew Johnson is one of the gift card industry's most recognised experts, having worn many hats over the years and built a reputation as the 'go-to' for gift card consultancy and knowledge. He is currently Diggecard's Group CEO, a former President of IMA Europe, and former Director General of the Gift Card & Voucher Association, with over 25 years in the industry.
As Diggecard’s Group CEO, Andrew leads the global strategy, drawing on his depth of experience across retail, leisure, hospitality, platform partnerships and corporate programmes to guide clients including well-known brands such as LEGO. He remains a regular voice on industry panels and a strong advocate for the wider gift card industry.
Andrew has been an active and influential leader within IMA for many years. He served as IMA Europe President and an IMA Board Director from 2022–2026. In addition, he currently chairs the IMA Knowledge-Sharing Committee and serves on the IMA Strategic Planning/Globalization Planning Committee. Beyond his leadership roles in the European chapter and serving on the IMA Global Board, he has been a mentor and sounding board for the MEAPAC Chapter during their development. He supported them during their infancy and continues to offer that support.
As to why Andrew has been committed to working in the incentive industry, he says, “A desire to make someone happy with a reward. We spend our days helping clients navigate complex value chains, commercial structures, and processes — but at the end of all that complexity is a real person being recognised for improving their behaviour or for a job well done. That's what it's really about, and it's what keeps me motivated.”
View all IMA Summit Award winners on the IMA website.