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.
 

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