Century-old DMA Acquired by ANA
DMA is now part of ANA, per an announcement today from the Association of National Advertisers. ANA is scooping up the century-old trade organization that recently rebranded to the Data and Marketing Association.
Formerly known as the Direct Marketing Association, DMA hosts a large convention each year, then known in the direct marketing community simply as “annual.” Now known as “&THEN,” the conference, as well as the organization, offers its advocacy and other trade association benefits to data-driven marketers. DMA announced that rebranding during the 2016 &THEN conference.
In today's announcement, DMA is acquired by ANA, which says once the merge is complete on July 1, ANA will represent “2,000 corporate enterprises representing 20,000 brands and engaging 150,000 industry professionals.” ANA will then be “the single-largest trade association in the U.S. devoted to serving all aspects of marketing.”
DMA will be an ANA division headed by DMA CEO Tom Benton, and DMA’s Nonprofit Federation and Email Experience Council (EEC) will continue to operate within ANA as they had in DMA, according to the ANA announcement about the acquisition.
ANA CEO Bob Liodice says DMA, as a unit of ANA, will provide both membership bases with “a robust network of educational and professional development resources channeled through the DMA’s strategic center for data-driven excellence. The two groups will convene a combined, exclusive leadership team with a focus on identifying and implementing data-driven initiatives to advance the industry and drive growth.”
The ANA release directly quotes Benton:
“The ANA and DMA memberships are composed of the most talented and professional advertising and marketing organizations in the world. The combination of these two associations will provide all DMA and ANA members with the power to responsibly guide data-driven marketing that delivers value to consumers and customers. Data and technology evolutions have completely reshaped today’s modern business practices. Now is the ideal time for these leading associations to come together to bring enhanced consumer focus, responsibility, research, education, and advocacy to the industry.”
Today’s ANA announcement continues with comments from Liodice and Benton about “a series of benefits for members of both associations resulting from the acquisition”:
- Shared resources and assets to build a data-driven marketing community
- Greater access to education, training, and professional development initiatives for member advancement and recognition
- New opportunities for members to share knowledge beyond existing communities and committees
- Optimized research capabilities for sharper insights and innovation
- Codification of data-driven marketing standards and certifications to deliver superior marketing experiences that exceed business and consumer expectations
- Combined thought leadership to address data privacy, security and identity issues for future generations
- Advancing the development of new technology platforms to energize brand and business building efforts in the marketing ecosystem.
What do you think, marketers?
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