Credit: Josh Faulks
The Australian Association of National Advertisers (AANA) and the Association for Data-driven Marketing and Advertising (ADMA) will combine from July 1, creating a single organisation representing marketers, agencies, media owners, publishers and technology companies.
The move confirms reports this week that ADMA was in discussions to separate from the Australian Computer Society (ACS) and join with AANA.
The combined organisation will operate under AANA management and be led by AANA CEO Josh Faulks.
The two bodies said the merger comes as marketers face rapid change from artificial intelligence, regulation and shifting consumer expectations.
The new organisation will focus on four areas: community and events, education and capability, advocacy and industry leadership, and standards and responsible practice.
Steve Brennen, vice chair of ADMA, said the combined body would create a stronger future for members and the broader marketing sector.
"The goal is to strengthen the industry's voice, build world-class capability and champion marketing's role as one of the most important drivers of business growth," Brennen said.
ADMA also confirmed it will leave ACS as part of the transition.
"We thank ACS for its support of ADMA and its investment in industry capability, which helped create the foundations for this next chapter," Brennen said.
Faulks said bringing the two organisations together would allow them to provide broader support across the industry.
"The marketing industry in Australia is being reshaped by rapid technological change, regulatory reform and evolving consumer expectations," Faulks said.
"AANA and ADMA believe now is the right time to combine their offerings to deliver more value to members and better support the future of marketing in Australia."
The new organisation will represent a broad cross-section of the industry, including brand marketers, agencies, media owners, platforms, publishers and businesses operating in data, technology and customer experience.
Both organisations said member services, events, education and training programs will continue during the transition.
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