Full-service marketing agency BFG Communications has been tapped by the American Marketing Association (AMA) to assist with the development of a new brand positioning.
The agency was selected without a review by the AMA’s new CEO, Russ Klein. The assignment is effective immediately. The AMA is expected to launch the resulting work as early as this summer. Klein refers to the rebranding as the “Next AMA,” further describing it as “a personalized community focused on the inherent tension between so-called best and next practices necessary for outperformance in marketing.”
BFG’s Chief Strategy Officer Richard Leslie will lead the agency team in fielding ethnographic research designed to aid in refining and updating the value proposition for the AMA. With more than 30,000 members the AMA brings marketing professionals and academics together to share techniques and ideas; and it has 76 professional and 350 collegiate chapters across the country.
“BFG has a proprietary and powerful take on consumer insight combined with an impressive background in branding and research, and we anticipate that being put to effective use for an iconic brand such as the AMA to communicate its service to member and value offering in a contemporary light,” said Klein.