The ANA and BAA join forces to elevate brand building


The ANA (Association of National Advertisers) and the Brand Activation Association (BAA) today announced that their boards of directors unanimously approved plans for the ANA to acquire the BAA as of July 1, 2014.

The acquisition reflects the long term strategies of both organizations to extend marketing capabilities and intellectual brand building capital through increased scale, focused resources and broadened leadership. For ANA members, the integration of BAA will increase marketers’ exposure to promotion marketing, experiential and relationship marketing, and shopper marketing.

These areas of expertise are captured as part of BAA’s stewardship of the REGGIE Awards which recognizes and celebrates leading integrated campaigns. The program is renowned for identifying the most outstanding U.S. brand activation campaigns across a variety of marketing categories. Additionally, BAA hosts a number of high profile industry events including its signature Law Conference which will complement ANA’s Advertising Law and Public Policy Conference.

BAA’s members will enjoy increased exposure to the marketer community as reflected in the breadth of ANA’s 600 member companies – that represent more than 10,000 brands and $250 billion of marketing spend. Additionally, ANA’s scale will support BAA’s product and service expansion to its multiple constituencies. The synergies afforded to both organizations are expected to facilitate improved productivity and increased member company service.

Bob Liodice, President and CEO of the ANA said; “We are extremely pleased to bring the BAA into the ANA family. As an organization focused on leadership and marketing excellence, our goal is to provide our members with the tools and information they need to excel as marketers. The BAA’s portfolio of products and services enriches and compliments ANA’s offerings. By acquiring the BAA, the ANA will be able to enhance its programs and the insights we deliver to our members.”

Bonnie Carlson, President and CEO of the BAA expressed her support and commented; “We are delighted to bring our organization together with the ANA. We believe that our combined assets will accelerate the realization of our core strategies and benefit our constituencies in many ways. ANA and BAA share similar values and we look forward to sharing the benefits that our combination will bring.”

The memberships of both organizations are expected to formally ratify the acquisition at their respective membership meetings in June.

Source: ANA