ADMA looks to inject new life into AIMIA with rebrand

Digital association will now be known as the Digital + Technology Collective and is based out of Melbourne

The Australian Interactive Media Industry Association (AIMIA) has been rebranded to the Digital + Technology Collective nearly 18 months after being brought under the wing of ADMA and 25 years after its foundation.

The new-look association will now be headquartered in Melbourne, and has been realigned around five key pillars outlined by PricewaterhouseCoopers as being the main ingredients of innovation. These are: Culture creation and an active community, capability building, thought leadership, internal networking, and industry advocacy.

Digital + Technology Collective’s annual AMY Awards are also being relocated to Melbourne from this year. Core member targets include digital and technology-led agencies, in-house digital teams and industry suppliers.

The existing board will remain in place under the new branding, chaired by CEO of New Republique, Nima Yassini. Other members include Employsure head of digital, Karen Lewis; TheRight.Fit founder and CEO, Taryn Williams; Bupa Australia digital director, Nick Wong; Holler executive technical director, Diego Trigo; Start VR managing director, Angus Stevens; Qantas digital customer experience manager, Dan Fisher; and ING Direct marketing manager for digital experience, Collette Van Rooyen.

ADMA and Digital + Technology Collective CEO, Jodie Sangster, said she wanted the association to play a leading role in ensuring Australian organisations are up to speed with the changes required in an increasingly digitally focused world.

“Digital + Technology Collective is committed to representing and supporting our existing members and a broader network of Australia’s businesses, organisations and agencies that provide services and solutions in both the digital and technology space,” she said.

The rebranding is a sign of ADMA’s efforts to inject new life into AIMIA, which it acquired from administrators back in February 2016, when the association fell into voluntary administration due to commercial woes.

Yassini saw it as an exciting time for the Collective as it works to retain relevance in a changing market.

“We have created a new brand to represent the future of what our institution embodies and is representative of our communicative and forward-thinking approach,” she said. “We have also decided to go with ‘collective’, as we truly believe that no one person or organisation can succeed in this space alone, it needs to be a collaborative and collective effort.”

Digital + Technology Collective is one of several associations now sitting under the wider ADMA umbrella. The data-driven marketing association also launched Data Governance Australia in October last year as a way of helping advertisers and media partners build best practice, industry-agreed standards and benchmarks around data utilisation. DGA is also based in Melbourne.

ADMA also struck an alliance with the Institute of Analytics Professionals of Australia back in 2014 which saw IAPA become an integrated division of the larger parent association.
 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in