The Association for Data-Driven Marketing and Advertising (ADMA) has announced the acquisition of the assets of digital media association AIMIA, which was voluntarily wound up by its members in January.

ADMA chairperson Steve Brennan says AIMIA has been influential in the digital industry and given the current market, ADMA is well placed to operate its activities more efficiently.

“AIMIA has been an influential champion of the digital industry in Australia in its 23 year history, pioneering impactful education, awards and research initiatives that have helped nurture and develop talent in Australia,” he says.

“However, as industry association consolidation becomes inevitable in today’s rapidly evolving market, a larger organisation like ADMA is well placed to operate its activities more efficiently and provide additional value to members,” says Brennen

According to AIMIA national president Tim O’Neill, the agency-centric scope employed by AIMIA has become unviable in the long-term.

“AIMIA is proud of its legacy and service to the digital industry in Australia, but as the world of digital is now so entrenched across all areas of industry, our agency-centric scope became unviable over the longer term,” he says.

“I am delighted that ADMA have stepped in to provide our membership base with continuity of support and services and believe that they are extremely well-placed to build upon our achievements and take AIMIA’s industry remit to the next level,” says O’Neill.

ADMA will continue to run key research initiatives and add to AIMIA’s educational offer. It will also continue to run AIMIA’s high profile AMY Awards, with the belief that there is still a strong need and demand to recognise digital excellence within the industry.

It’s not the first time ADMA has operated multiple associations. In 2015 it entered an alliance with the Institute of Analytics Professionals of Australia (IAPA), which it operates as an integrated division.

ADMA CEO Jodie Sangster says a significant cross-over in membership means that the switch should bear fruit for members from day one.

“ADMA is unique in that we represent the full 360 degrees of Australia’s media, marketing and advertising ecosystem, providing advocacy and regulatory support for client-side organisations, agencies and suppliers across the industry,” she says

“Consequently, ADMA and AIMIA already have a significant cross-over in membership and a strong digital education offer, which means we will be able to provide value add membership services to AIMIA members from day one,” says Sangster.