The vast resources of the Association of National Advertisers is being combined with the particular B2B expertise of the Business Marketing Association as consolidation comes to the association universe.
Under terms of the agreement, BNA will become a division of ANA in a plan that is expected to become official 11/30/14.
ANA claims 630 member companies representing more than 10,000 brands and $250B in spending. And it is not without its B2B component, with 160 companies and 12,000 marketers active in the field.
The addition of 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,” the organizations said in a release.
“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 B-to-B marketing community and expand the dedicated resources available to the practicing B-to-B marketing ecosystem.”
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 B-to-B community and bringing new energy to our respective constituencies.”