It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
The Advertising Institute of Australasia (AIA) has joined forces with the Australian Marketing Institute (AMI), a decision driven by the changing advertising and marketing landscape.
The AIA has ceased independent operations and become part of the AMI effective immediately, stating it was in the interests of the organisation to join a larger, stronger and more diversified marketing industry association. AMI was the most aligned due to its focus on professional development, the pair said in a statement.
The AIA has been operating for 94 years, initially launching in the 1920s as the Advertising Institute of Australia with a mandate to help advertising professionals undertake a course of story and pass a ‘Licentiate Exam’. Up until the 1960s, the association provided training and examination services, before these were integrated in an Advanced Diploma of Business – Advertising at TAFE.
More recently, the AIA was aligned with RMIT’s Advanced Diploma of Business- Advertising. The not-for-profit organisation had been operating off the back of membership fees and corporate sponsorship but in the past 2-3 years had undertaken little activity.
Under the new partnership, the AIA board will invest in the 2016 and 2016 Australian Marketing Institute Awards with an emphasis on the Future Leaders Award.
“AIA has been an influential champion of the advertising industry in Australia in its 90-year history, pioneering impactful education, awards and research initiatives that have helped nurture and develop talent in Australia,” said AMI chair, Andrew Thornton.
“However, an industry association consolidation becomes inevitable in today’s rapidly evolving market. A larger organisation like the AMI is well placed to continue to provide the marketing industry support that the AIA has delivered over many years.”
AMI CEO, Lee Tonitto, said the team was looking forward to welcoming the AIA under its umbrella.
“AMI membership and a strong digital advertising education focus means we will be able to continue to progress the objectives of the AIA from day one,”she said.
The amalgamation is the second association integration the industry has seen this year. In February, the Association for Data-driven Advertising and Marketing (ADMA) picked up the assets of AIMIA, the beleaguered Digital Industry Association of Australia, after it closed its doors in December.