The Association for Data-Driven Marketing and Advertising (ADMA) is planning to merged with The Australian Association of National Advertisers (AANA) to “unite and “create a stronger industry body for the future.”

The goal of the united association 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.”

In a note to members today, Steve Brennen, the Vice Chair of ADMA said:

“The marketing industry in Australia is being reshaped by rapid technological change, regulatory reform and evolving consumer expectations. ADMA and AANA believe now is the right time to bring together our complementary strengths to deliver even greater value for members and better support the future of marketing in Australia.

“The united industry body will serve a broad cross-section of the marketing ecosystem, including brand-side marketers, agencies, media owners, platforms, publishers and the broader data, technology and customer experience community.”