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American Marketing Association launches rebranding effort

The American Marketing Association (AMA) has hired full-service marketing agency BFG Communications to develop its new brand positioning in order to create the “Next AMA.”

Work under the new partnership is expected to launch as early as this summer. Chief executive officer of the AMA Russ Klein said the re-branding will provide “a personalized community focused on the inherent tension between so-called best and next practices necessary for outperformance in marketing.”

Before joining the AMA last year, Klein served as the chief marketing officer of Arby’s.

Kevin Meany, president and CEO of BFG, said: “The AMA is the foremost repository of marketing knowledge and learning association in the world. We are humbled to be selected to help this magnificent and storied institution continue to lead the charge on best-practices marketing in the 21st century.”

The AMA has 30,000 members and reaches more than 300,000 marketers and academics. It has 76 professional and 350 collegiate chapters across the US.

Some of BFG’s other clients include Coca-Cola, Church’s Chicken and Lemonic Liqueur.

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