CEO DATELINE - Advertising group acquires word-of-mouth association
CEO DATELINE - Advertising group acquires word-of-mouth association
- January 3, 2018 |
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LORI SHARN BRYANT
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The Association of National Advertisers—aiming to plug gaps in its offerings to members—is expanding again by acquiring another trade group. The Word of Mouth Marketing Association is now a division of ANA.
Chicago-based WOMMA was founded in 2004 and focuses on ethical social media marketing through education, advocacy and networking. The group also presents the annual WOMMY awards, recognizing the best campaigns aimed at spreading information from person to person and through key influencers, both online and offline.
"This is an important day for the ANA," said CEO Bob Liodice said in a Jan. 3 news release. "Just as our previous acquisitions allowed us to increase member services in disciplines where we found ourselves wanting, this opportunity allows us to focus more on word of mouth marketing and social media than we've been able to do in the past."
ANA, based in New York City, reported revenue of $37 million in 2015. WOMMA reported revenue of $1.5 million in 2014. Terms of the acquisition agreement were not disclosed.
ANA has made several strategic acquisitions in recent years, including the Brand Activation Association and Business Marketing Association. The Advertising Educational Foundation joined ANA in 2015 and is now known as the ANA Educational Foundation.
"All of us at WOMMA are thrilled to join the ranks of the ANA," said WOMMA Board Chair Spike Jones in the news release. "We're extremely proud of what we've accomplished for the word of mouth industry in the research, ethics and influencer/advocacy spaces, and now the next evolution of WOMMA begins. Becoming a division of the ANA allows us to take full advantage of the resources, diverse member base and thought-leadership the ANA has carefully cultivated."
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