The ANA (Association of National Advertisers) has snapped up yet another marketing industry trade association, the Data & Marketing Association.
The DMA (formerly known as the Direct Marketing Association) is the latest addition to the ANA’s portfolio. In recent years, the ANA has acquired the Word of Mouth Marketing Association (WOMMA, January 2018); the Advertising Educational Foundation (now known as the ANA Educational Foundation, July 2015); the Business Marketing Association (BMA, now known as ANA Business Marketing, December 2014) and the Brand Activation Association (BAA, July 2014).
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The acquisition will be final on July 1, making the ANA the single largest marketing trade association in the U.S., comprising a reported 150,000 professionals representing 2,000 corporate enterprises and 20,000 brands. The DMA’s Nonprofit Federation and Email Experience Council will continue to operate in the new combined organization.
The DMA will become an ANA division headed by DMA CEO Tom Benton, sharing resources and leadership teams, said ANA CEO Bob Liodice in a statement. “The ANA is particularly enthused at the potential for enhancing consumer engagement and business value through innovative, data-driven marketing.”
Founded in 2017, the DMA has over 1,000 member organizations. It’s marquee event, &Then, is slated for Oct. 7-9 in Las Vegas. ANA spokesperson John Wolfe said the acquisition will have no impact on the conference.
ANA’s Masters of B2B Marketing is next week in Chicago. B2B:Chicago, a homegrown association led by former BMA national chair Gary Slack, debuted earlier this year to offer more localized networking and education opportunities to the Midwest marketing community.
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