The Association of National Association (ANA) continued its acquisition spree today with the addition of the 101-year-old Data and Marketing Association (DMA).
Terms of the deal were not disclosed. The acquisition is scheduled to be finalized by July 1 of this year. According to the ANA, the trade body will now be “the single largest trade association” in the US dedicated to all aspects of marketing. The combined entity will comprise 2,000 companies representing 20,000 brands and 150,000 people.
“The combination of these two venerable institutions brings immense value to both member bases, as they will share a wide array of valuable resources and leadership platforms,” said ANA chief executive Bob Liodice in a statement. “The ANA/DMA collaboration creates a dynamic new entity dedicated to comprehensively serving virtually every aspect of marketing with distinction and professionalism. The ANA is particularly enthused at the potential for enhancing consumer engagement and business value through innovative, data-driven marketing.”
The DMA, which was previously called the Direct Marketing Association until 2016, will be led by the organization’s chief executive Tom Benton. It will operate as a division of the ANA.
Benton said of the acquisition: “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.”
In January of this year, the ANA acquired the Word of Mouth Marketing Association (WOMMA), a 13-year-old trade body that specializes in word of mouth and social media marketing. In 2014, the ANA acquired both the Business Marketing Association and Brand Activation Association. The following year, the Advertising Educational Foundation joined the ANA as its educational arm.