Sangster: positive about consolidation
Just weeks after the Digital Industry Association of Australia shut its doors after going into administration, the Association for Data-Driven Marketing and Advertising has given it a new lease of life in a take-over move to boost its digital credentials.
ADMA CEO Jodie Sangster said while the association had struggled to remain viable – failing to raise sufficient funds from members last year and avoid administration – it did boast a valuable member base and a strong background in research that would be a welcome addition to ADMA.
“We will be working to rebuild faith in the brand,” said Sangster.
O’Neill: welcomes AIMIA resurrection
She said AIMIA would continue to operate as a separate arm under the umbrella of ADMA, giving AIMIA members membership of the new parent organisation.
Even though it closed its doors at the end of the year, AIMIA is going ahead with its annual awards in March.
“They have a good hold in digital and research, and they have their skills and salary research coming out in the next couple of weeks,” said Sangster.
“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. We really wanted to be supportive of the industry.”
Sangster said she expected more industry association consolidation to take place but would not be drawn on which associations could come together or if ADMA was actively working towards any more takeovers.
The sole remaining staff member of AIMIA will move into ADMA’s offices on Monday.
AIMIA national president, Tim O’Neill, said the membership welcomes the resurrection of the association under the guidance of ADMA.
“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,” said O’Neill.
“I am delighted that ADMA stepped in to provide our membership base with continuity of support and services, and I believe they are extremely well-placed to build upon our achievements and take AIMIA’s industry remit to the next level.”
AIMIA has had a troubled period over the past two years, losing its CEO David Holmes after just 10 months in 2014, to be replaced by Robert Wong.