AANA absorbs ADMA in merger

The Australian Association of National Advertisers (AANA) and the Association for Data-Driven Marketing and Advertising (ADMA) will merge to form a single marketing industry body, effective 1 July 2026, in a move the organisations say will strengthen advocacy, capability, and self-regulation for the sector.

The combined organisation will operate under AANA management and be led by Josh Faulks, currently AANA chief executive officer. It will serve brand-side marketers, agencies, media owners, platforms, publishers, and the data, technology, and customer experience community.

AANA CEO Josh Faulks

The combined offering

The merged body will focus on four areas: community and connection, education and capability, advocacy and industry leadership, and standards and responsible practice.

Both organisations say member services, events, education, and training programs will continue uninterrupted through the transition period, with further details to be provided in the coming weeks.

Jenni Dill, chair of AANA and chief growth officer at Arnott's, said the merger was a response to the industry's need for greater influence.

"Marketing is one of the most powerful engines for growth, but the industry needs a clearer and more influential voice," said Dill.

"Uniting the strengths of these two industry bodies creates one stronger industry body with the scale and influence to better champion marketing's role in business growth and innovation."

ADMA's transition

Steve Brennen, deputy chair of ADMA, acknowledged the Australian Computer Society's role in enabling the merger.

"ADMA has built deep specialist capability in data-driven marketing, technology, education, and responsible practice," said Brennen.

"This next step combines that with AANA's strengths to create a broader industry platform, giving members more support to lift capability, navigate change, and remain globally competitive."

Faulks framed the timing as a response to structural shifts reshaping the industry.

"Australia's marketing industry is at a defining moment. Rapid technological, regulatory and consumer change is reshaping how brands connect, compete and grow," said Faulks.

"This move is about meeting that moment and giving the industry what it needs now: stronger leadership, a more influential collective voice, deeper capability and a more connected community, while protecting Australia's world-class self-regulatory system."

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