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Merger and rebrand bring new names in Australia and Sweden
The AANA is now the Marketing Association of Australia, while Sveriges Annonsörer becomes Brand Marketing Sweden
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Two national associations in WFA's network have new names. One is a merger and the other a rebrand, but both reflect how associations are increasingly positioning marketing as a strategic driver of growth, capability and business performance.
In Australia, the Australian Association of National Advertisers (AANA) and the Association for Data-Driven Marketing and Advertising (ADMA) have merged to form the Marketing Association of Australia. The new organisation has operated since 1 July 2026 under AANA's management and is led by CEO Josh Faulks. It combines AANA's work on policy and regulation with ADMA's expertise in data, privacy and AI. Its work covers four areas: community and connection, education and capability, advocacy and industry leadership, and standards and responsible practice.
“Australia's marketing industry is at a defining moment. Rapid technological, regulatory and consumer change is reshaping how brands connect, compete and grow. This move is about meeting that moment and giving the industry what it needs now: stronger leadership, a more influential collective voice, deeper capability and a more connected community, while protecting Australia's world-class self-regulatory system,” said Josh Faulks, CEO, Marketing Association of Australia.
In Sweden, Sveriges Annonsörer (Swedish Advertisers) became Brand Marketing Sweden on 25 May 2026. The association, which has existed for more than 100 years, said its previous name no longer reflected the breadth of its work.
Hanna Riberdahl, CEO, Brand Marketing Sweden, shared, “Marketing's mission is to build strong brands that create value and drive business growth. What we are doing now is giving the association a name that better reflects this and more clearly signals the strategic importance marketing holds in modern organisations. Brand Marketing Sweden represents what our members work with every day.”
The association's Chair Stina Liljekvist added that an English name helps the association share its expertise on effectiveness and transparency internationally.
