• by Nina Lentini  @Nina_Lentini, January 3, 2018

The Association of National Advertisers today announces its acquisition of the Word of Mouth Marketing Association, founded in 2004. 

In a release, the ANA quotes CEO Bob Liodice as saying: “Just as our previous acquisitions allowed us to increase member services in disciplines where we found ourselves wanting, this opportunity allows us to focus more on word of mouth marketing and social media than we’ve been able to do in the past.”

Terms were undisclosed.

The move follows similar ones such as the joining of the Advertising Educational Foundation in 2015. It is now known as the ANA Educational Foundation.

Previously, the ANA acquired the Business Marketing Association, founded in 1922, and the Brand Activation Association, founded in 1911 and known as the Promotion Marketing Association.

As for its part, WOMMA chair Spike Jones said in the release: “All of us at WOMMA are thrilled to join the ranks of the ANA. We’re extremely proud of what we’ve accomplished for the word of mouth industry in the research, ethics and influencer/advocacy spaces, and now the next evolution of WOMMA begins."