The Association of Data-Driven Marketing and Advertising (ADMA) has acquired industry body AIMIA.
The digital industry association was voluntarily wound up by members in January this year, after announcing it would be closing its doors in November 2015. Under the acquisition, ADMA will retain the AIMIA assets and will service members under the AIMIA brand, while bolstering it with additional resources.
ADMA CEO Jodie Sangster says ADMA has broadened its focus from direct marketing to represent the “full 360 degrees of Australia's media, marketing and advertising ecosystem”, making it well placed to service AIMIA members.
“The changes that have taken place internally at ADMA are reflective of the changes to the marketing and advertising world that have led to the demise of AIMIA as a standalone association,” Sangster says.
“At the beginning of early 2016 we reached a tipping point in our own digital transformation, moving to an entirely content driven marketing approach and eliminating siloed thinking or functions.
“We focus on consumers – not channels – and previously niche digital responsibilities are now part of our mainstream marketing structure. It is just a case of knowing your market and meeting your target consumers with the right information, in the right place at the right time.”
ADMA will continue to run research initiatives and education opportunities along with continuing to run the AMY Awards, which celebrate digital brilliance.
AIMIA national president Tim O'Neill says ADMA is well placed to build on AIMIA's legacy and to provide its membership base with continuity of services.
Sangster says that over its 23 year history, AIMIA made a significant contribution in helping the digital industry grow through education, at a time where there was “a real need” for someone to represent digital interests.
“However, over the last two decades the media and marketing world has converged and consolidated,” Sangster says.
“Increasingly there is no such thing as digital marketing or digital media, just marketing and media in a digital world.
“Whilst there is huge convergence and in many respects digital is no longer – nor should it be considered – a specialism, the organisations and individuals represented by AIMIA still require a voice and support within the industry. And this is why ADMA took the decision to acquire AIMIA’s assets.”
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