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ADMA CEO Jodie Sangster suggests market will dictate need for consolidation of industry bodies

The head of the Association of Data Driven Marketing Australia (ADMA) has suggest a consolidation of industry associations amongst the marketing industry in the future when the market dictates the need.

Jodie Sangster was speaking to Mumbrella during a video hangout in which she also looked at challenges facing marketers and agencies this year, the issues around data, the impact of the new privacy laws and the role of customer experience in marketing.

She said: “The reason there are a number of associations that exist is because at the time when the associations were put together there was a real need for someone to represent that part of the industry.

“If you look at the marketing associations that exist out there that’s right, you have IAB who look after online advertising, there’s AANA who look after client side marketers and there’s us who are very focused on the data. Everybody’s got their part.

“The challenge going forward is the industry is changing. Everything’s converging, everything’s coming together and as a marketer it’s not a specialisation, you’re expected to know the full spectrum.

“As the market evolves we as industry associations have to evolve and when the market needs us to consolidate that will be when there is a need to consolidate and that will happen in the future.”

ADMA represents both suppliers of marketing resources including agencies and technology companies, and marketers, and is focussed on promoting data driven marketing, having moved its focus from purely direct marketing.

As well as heading up ADMA Sangster is also chair of the global DMA, which comprises 27 marketing associations from around the world, and was a prominent lobbyist for a greater say for the industry over the changes to the Privacy Act brought in last year by the government.

Sangster started her 17-year career as a lawyer specialising in media and marketing, before first joining ADMA in 2001 in the regulatory affairs division. After stints with Axciom and the DMA in New York she returned to Sydney in 2011 as CEO of ADMA.

The hangout  is part of Mumbrella’s series interviewing some of the heads of Australia’s marketing industry bodies, including:

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