The Australian Computer Society has confirmed it is in discussions to sell the Association for Data-driven Marketing and Advertising to the Australian Association of National Advertisers, in a proposed deal that could reshape Australia’s marketing and advertising industry representation.

ADMA, one of the country’s longest-running marketing associations, has operated for around 60 years and currently sits under ACS ownership.

If the proposed transaction proceeds, ADMA would be merged with AANA under a new industry body called the Marketing Association of Australia.

According to industry sources, the plan was confirmed by ACS CEO Dr Prins Ralston in an internal staff email sent on 9 June.

The email outlined the proposed direction for ADMA and confirmed that talks with AANA were underway.

Under the proposal, ADMA’s roughly 600 corporate members would transition into the newly merged organisation.

That would bring together a large base of marketers, advertisers and commercial members under one consolidated body, rather than maintaining ADMA and AANA as separate industry groups.

It remains unclear what the future holds for ADMA chief executive Andrea Martens, who has led the organisation for almost eight years after taking over from Jodie Sangster.

ADMA was acquired by the Australian Computer Society in 2019, a move that raised eyebrows at the time given the seemingly unusual fit between the two organisations.

Since then, ACS has reviewed ADMA’s operations internally at least three times, fuelling ongoing questions about the industry body’s long-term future.