- Promoting the harmonisation, recognition and development of the incentive industry.
- Supporting, protecting and promoting the interests of the companies, agencies and suppliers.
- Promoting best practice and seek to raise and maintain industry standards by sharing knowledge, experience, legislative and financial constraints and guidelines.
- Acting as a conduit for European incentive companies and suppliers to interact and build business alliances.
- Helping build a greater understanding of incentive marketing in Europe and the rest of the world via its umbrella organisation IMA – US.