DMA Becomes Part of Advertiser Body ANA

In the US, the Association of National Advertisers (ANA) has acquired the Data & Marketing Association, formerly known as the Direct Marketing Association (DMA).

The deal, whose financial terms have not been disclosed, is expected to close in a month's time - both boards approved the merger yesterday, but it remains subject to approval by the DMA's voting members.

The DMA, which passed its hundredth anniversary last year, rebranded less than two years ago to reflect its increasing focus on 'regulating and monitoring data use, and promoting guidelines for consumer data collection'. CEO Tom Benton (pictured) will continue to head it up as it moves to become as a division of the ANA.

The ad association, which is seven years older, has already gobbled up the Word of Mouth Marketing Association (WOMMA), earlier this year, and three other associations in an acquisitive period in 2014-15, and says it is now the country's single largest trade association devoted to servicing all aspects of the marketing industry. Membership comprises around 2,000 corporates and 150,000 individual professionals.

Long-time ANA CEO Bob Liodice says the combination of the two 'venerable institutions' brings 'immense value to both member bases' and creates 'a dynamic new entity dedicated to comprehensively serving virtually every aspect of marketing', with a particular focus on 'the potential for enhancing consumer engagement and business value through innovative data-driven marketing'.

The ANA is online at www.ana.net - but be aware that it is 'not permitting internet traffic to our website from countries within the European Union at this time' ! That's telling us. The DMA, which has no such apparent qualms, can be found for the moment at www.thedma.org .