The American Marketing Association (AMA) has made some strides in being one of the preeminent organizations for marketing and advertising professionals. As the ring-bearer of the definition of marketing, and the keeper of one of the more robust dictionaries for the industry, the AMA has proved to be a foundational base of marketing knowledge.
And for those who use the information, it helps tremendously.
Though it has been around since 1937, and has a membership base of 30,000 professionals, there is still plenty of work it can do. The source article reports that with the new AMA CEO holding the reigns, the AMA is looking to create a new identity and focus on four main principles:
1. Service leadership
2. Creating an "intellectual agenda"
3. A better website
4. A more cohesive organization and brand identity
All pretty solid goals.
We are quite intrigued with Klein's goal of creating an intellectual agenda. It is nice to see a marketing veteran be concerned about what ideas and concepts should be sent out to the masses. As the AMA publishes four major journals for the marketing environment, making a centralized push could prove to be interesting.
The AMA will not be doing this on its own. The organization partnered up with South Carolina–based BFG Communications to assist with the rebranding and research efforts.
Well, AMA, AdLand is watching.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.