AANA and ADMA unite to form new marketing industry body

The Australian Association of National Advertisers and the Association for Data-Driven Marketing and Advertising are uniting to create a broader industry body for Australia’s marketing sector.

The combined organisation is expected to commence operations from 1 July 2026 under the management of AANA, with AANA CEO Josh Faulks to lead the united body.

The move comes as marketers face rapid shifts in technology, regulation, data use and consumer expectations, with both organisations saying the combined body will give the industry a stronger voice and broader support base.

The united organisation will represent a wide cross-section of the marketing ecosystem, including brand-side marketers, agencies, media owners, platforms, publishers and the broader data, technology and customer experience community.

Its remit will centre on four areas: community and connection, education and capability, advocacy and industry leadership, and standards and responsible practice.

Current member services, events, education and training programs across both organisations will continue through the transition period.

Jenni Dill, chair of AANA and chief growth officer at Arnott’s, said the marketing industry needed a clearer and more influential voice.

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

“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.

“At a time of rapid change and uncertainty, the combined organisation will provide the clarity, confidence and leadership the industry needs.”

Steve Brennen, deputy chair of ADMA, said the move would bring together ADMA’s data and technology capability with AANA’s broader industry platform.

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

“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.

“We thank the Australian Computer Society for its support of ADMA and its investment in industry capability, which helped create the foundations for this next phase.”

Faulks said the industry was at a defining moment as technology, regulation and consumer expectations reshape how brands connect and grow.

“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,” Faulks said.

Further details on the united organisation are expected to be provided in coming weeks.