NEW YORK: The Association of National Advertisers (ANA) is acquiring the Data & Marketing Association (DMA) to form the single largest trade association in the US that is focused on all aspects of marketing.

Terms of the deal were not disclosed when the two trade bodies announced the union last week, but they confirmed in a statement that the move has been approved by the boards of each organisation.

With the integration expected to be completed by July 1, the combined entity will include 2,000 companies representing 20,000 brands and 150,000 industry professionals.

The DMA, which until 2016 was known as the Direct Marketing Association and traces its history back to 1917, will become a division of the ANA under Tom Benton, who has been the DMA’s CEO since 2014.

According to the press release detailing the initiative: “This unit will serve both membership bases with a robust network of educational and professional development resources channeled through the DMA’s strategic center for data-driven excellence.”

This is the ANA’s second major acquisition this year and follows its purchase of the World of Mouth Marketing Association (WOMMA) in January 2018.

Previous acquisitions include the Advertising Educational Foundation in 2015, the Business Marketing Association and the Brand Activation Association (both in 2014).

Commenting on the development, ANA CEO Bob Liodice said: “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.

“The ANA/DMA collaboration creates a dynamic new entity dedicated to comprehensively serving virtually every aspect of marketing with distinction and professionalism.

“The ANA is particularly enthused at the potential for enhancing consumer engagement and business value through innovative, data-driven marketing.”

Sourced from DMA, ANA; additional content by WARC staff