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    ANA To Acquire Data & Marketing Association

    By SHOOTUpdated:No Comments3427 Views
    Bob Liodice
    NEW YORK --

    The ANA (Association of National Advertisers) is acquiring another leading trade group, the Data & Marketing Association (formerly the Direct Marketing Association).

    The move was approved today by the board of directors of each organization, subject to formal approval of the voting members of the DMA. The integration is scheduled to be completed as of July 1, 2018, and will create what's billed as the single largest trade association in the U.S. devoted to serving all aspects of marketing.

    The combined enterprise includes a diverse membership group of leading national advertisers, advertising agencies, media companies, law firms, consultancies, ad tech and advertising companies, and marketing solution and service providers. The collective membership in the merged organization will include 2,000 corporate enterprises representing 20,000 brands and engaging 150,000 industry professionals.

    “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 CEO Bob Liodice. “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.”

    Liodice said that under the terms of the agreement, the DMA will become an ANA division to be headed by DMA CEO Tom Benton. This unit will serve 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 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,” said Benton. “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.”

    Benton added that as part of the acquisition, the DMA’s Nonprofit Federation and Email Experience Council (EEC) will continue to operate within the ANA framework as they have within DMA.

    Member benefits
    Liodice and Benton outlined 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.

    This suite of benefits will facilitate the combined entities’ mission for driving growth for individual professionals, brands, and the industry, Liodice and Benton said.

    The move marks the latest step in the ANA’s evolution and long-term growth plans and follows similar successful acquisitions made in recent years, including:

    • The Word of Mouth Marketing Association (WOMMA), the leader in ethical word-of-mouth and influencer marketing practices (January 2018)
    • The Advertising Educational Foundation (now known as the ANA Educational Foundation), which is focused on bridging the academic and brand marketing communities (July 2015)
    • The Business Marketing Association, which focuses exclusively on business-to-business marketing (December 2014)
    • The Brand Activation Association, which emphasizes optimal practices in experiential, influencer, content, relationship, promotion, and shopper marketing (July 2014).
    Category:News
    Tags:ANABob LiodiceData & Marketing Association



    A Closer Look At Proposed Measures Designed To Curb Google’s Search Monopoly

    Thursday, November 21, 2024

    U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.

    The sweeping set of recommendations filed late Wednesday by the U.S. Department of Justice could radically alter Google's business, including possibly spinning off the Chrome web browser and syndicating its search data to competitors. Even if the courts adopt the blueprint, Google isn't likely to make any significant changes until 2026 at the earliest, because of the legal system's slow-moving wheels.

    Here's what it all means:

    What is the Justice Department's goal?
    Federal prosecutors are cracking down on Google in a case originally filed during near the end of then-President Donald Trump's first term. Officials say the main goal of these proposals is to get Google to stop leveraging its dominant search engine to illegally squelch competition and stifle innovation.

    "The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."

    Not surprisingly, Google sees things much differently. The Justice Department's "wildly overbroad proposal goes miles beyond the Court's decision," Kent Walker, Google's chief legal officer, asserted in a blog post. "It would break a range of Google products — even beyond search — that people love and find helpful in their everyday lives."

    It's still possible that the Justice Department could ease off on its attempts to break up Google, especially if President-elect Donald Trump... Read More

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