CEO DATELINE - Advertising association absorbs DMA
CEO DATELINE - Advertising association absorbs DMA
- May 31, 2018 |
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Walt Williams
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The Association of National Advertisers announced Thursday it had acquired the Data & Marketing Association, which will become a division of ANA.
The $38 million-revenue ANA is based in New York City, also home to the $19 million-revenue DMA. Acquisition will be completed by July 1 with DMA CEO Tom Benton heading the new division.
"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," ANA CEO Bob Liodice said. "The ANA/DMA collaboration creates a dynamic new entity dedicated to comprehensively serving virtually every aspect of marketing with distinction and professionalism."
DMA was founded in 1917 and currently has more than 1,400 member companies. The group previously was the Direct Marketing Association but rebranded in 2016. ANA was founded in 1910 and represents roughly 50,000 individuals at more than 1,000 companies, according to its website.
DMA is only the latest association acquisition for ANA in recent years. The group absorbed both the Business Marketing Association and Brand Activation Association in 2014 and the Advertising Education Foundation in 2015. http://bit.ly/2smrfdf
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