Association of National Advertisers and Business Marketing Association Combine Forces to Create the Industry’s Most Comprehensive Marketing Association
Combined organization creates dynamic opportunities for B2B and B2C marketers
ORLANDO (Oct. 17, 2014) — The ANA (Association of National Advertisers) and the Business Marketing Association (BMA) today announced that their boards of directors unanimously approved plans for BMA to become a division of ANA as of November 30, 2014. The combination reflects the long-term strategies of both organizations to extend business-to-business marketing capabilities and intellectual brand-building capital through increased scale, focused resources, and broadened leadership.
For ANA members, the integration of the BMA provides exposure to the extensive resources of the BMA, including its deep industry knowledge, industry-leading research, extensive chapters system, awards program, and preeminent global conference.
As the largest organization in the world dedicated exclusively to B2B marketing, BMA brings an unparalleled voice from thought leadership and education to creating forums to connect professionals to exchange ideas. BMA’s members will enjoy increased exposure to the marketer community as reflected in the breadth of the ANA’s more than 630 member companies, representing over 10,000 brands and $250 billion of marketing spend. Currently, the ANA has 160 B2B marketer member companies representing 12,000 marketers.
Additionally, the ANA’s scale will support the BMA’s product and service expansion to its multiple constituencies. The synergies afforded to both organizations are expected to facilitate improved productivity and increased member company service. The synergies of the combined organizations are expected to deliver greater value through deeper connections throughout the marketing community, greater thought leadership in the B2B space and an increased level of service to members.
“We are extremely pleased to bring the BMA into the ANA family,” said Bob Liodice, president and CEO of the ANA. “As an organization focused on leadership and marketing excellence, our goal is to provide our business-to-business members with the tools and information they need to excel as marketers,” he explained. “The BMA/ANA enterprise will be very dynamic, with expansion potential at the national and local level. The purpose of the business combination is to bring substantial attention and focus to the B2B marketing community and expand the dedicated resources available to the practicing B2B marketing ecosystem.
“The BMA’s portfolio of products and services enriches and complements the ANA’s offerings,” Liodice added. “Through the BMA integration, the ANA will be able to enhance its programs and the insights we deliver to our members.”
Said Steve Liguori, chairman of the BMA: “The BMA and the ANA share many similar values. Our more than 2,500 members and 17 chapters look forward to enhancing the many benefits our combined resources will bring to marketers and the entire business community. We look forward to growing our combined presence in the B2B community and bringing new energy to our respective constituencies.”
The ANA board approved the acquisition October 15 at its board of directors meeting, held at the Rosen Shingle Creek hotel during the Masters of Marketing Conference. BMA will hold a member vote for qualified members to approve the combination.
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About The ANA
The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
About The BMA
For more than 90 years, the Business Marketing Association (BMA) has dedicated itself exclusively to the discipline of business-to-business marketing. We enrich the lives of B2B marketers by providing a forum to connect them to learn about new trends and network with peers to exchange ideas. As the largest organization in the world dedicated to B2B marketing, our 17 chapters and 2,500 members represent corporate professionals, agencies, small businesses and suppliers committed to advancing the practice of B2B marketing. To learn more, visit www.marketing.org.
Contacts:
Duke Fanelli Al Maag
For ANA For BMA
(O) 212.455.8030 602.363.6038
(M) 917.922.1858