The Australian Data-driven Marketing and Advertising Association (ADMA) is in discussions with the Australian Association of National Advertisers (AANA) after its parent company, the Australian Computer Society, placed the industry body up for sale.
As first reported by Mi3, talks between the two marketing bodies are underway and follow months of speculation about the ongoing viability of ADMA.
“AANA and ADMA are in early discussions to explore uniting their capabilities to better support the future of marketing in Australia,” AANA chief executive Josh Faulks said in a statement shared with B&T.
Steve Brennen, the deputy chair of the ADMA Advisory Committee, added: “ADMA is undergoing a period of operational change. It is in discussions with AANA about how its valued capabilities and resources can best continue to support the marketing industry.
“Members will be contacted directly about what this means for their services, and we expect to share a full update as soon as more information is available.”
In the Mi3 report, ACS boss Dr Prins Ralston suggested that ADMA could be sold to the AANA to form a new body called the Marketing Association of Australia.
It is unclear what lies ahead for ADMA chief executive Andrea Martens (pictured above) who took over the body nearly eight years ago from Jodie Sangster.
ADMA was acquired by the ACS in 2019, which at the time was considered an odd choice for a suitor.
In the following seven years the ACS has internally reviewed the ADMA operation at least three times, raising questions about its long-term future.
