The Australian Association of National Advertisers (AANA) and the Association for Data-Driven Marketing and Advertising (ADMA) are uniting and will be led by the AANA chief executive Josh Faulks.
Yesterday, it was revealed the two bodies were in talks after ADMA’s owner, the Australian Computer Society, had put the industry body up for sale.
The bodies will officially come together on 1 July, and serve a broad cross-section of the marketing ecosystem, including brand-side marketers, agencies, media owners, platforms, publishers and the broader data, technology and customer experience community.
All current member services, events, education and training programs will continue to run as planned with further details about the transition to be revealed in due course. ADMA hosts a number of high profile events including its CMO Summit in July and the ADMA Global Forum (see image below) in September.
The move places into question the future of ADMA chief executive Andrea Martens, who had led that organisation for more than seven years, and other ADMA staff.
In a press release, AANA chief executive Josh Faulks said: “Australia’s marketing industry is at a defining moment. Rapid technological, regulatory and consumer change is reshaping how brands connect, compete and grow.
“This move is about meeting that moment and giving the industry what it needs now: stronger leadership, a more influential collective voice, deeper capability and a more connected community, while protecting Australia’s world-class self-regulatory system.”
The combined capabilities of both organisations will support members and the broader industry across four key areas:
- Community & Connection: supporting a more connected marketing community through industry-leading events, networks and collaboration;
- Education & Capability: equipping marketers and industry professionals with the skills needed to thrive in an AI-driven, data-led and digitally transforming environment;
- Advocacy & Industry Leadership: representing the industry on regulatory and policy issues shaping the future of marketing; and
- Standards & Responsible Practice: safeguarding and strengthening Australia’s world-class self-regulatory system.
Jenni Dill, chair of AANA and Arnott’s chief growth officer said: “Marketing is one of the most powerful engines for growth, but the industry needs a clearer and more influential voice.
“Uniting the strengths of these two industry bodies creates one stronger industry body with the scale and influence to better champion marketing’s role in business growth and innovation.
“At a time of rapid change and uncertainty, the combined organisation will provide the clarity, confidence and leadership the industry needs.”
B&T has contacted the AANA for further details about the new body, including the fate of Martens and other ADMA employees.
