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tradegroups.qxp 10/4/2007 5:34 PM Page 1 14 | October 8, 2007 | Advertising Age HERE COMES YET ANOTHER INDUSTRY TRADE GROUP Adland’s already chock full ofassociations,but digital shops want one oftheir own PRESIDENT/CEO FOUNDED MEMBERSHIP REPRESENTS AMERICAN ASSOCIATION OF ADVERTISING AGENCIES O. Burtch Drake (retiring) 1917 410 companies representing about 1,200 offices in the U.S. Advertising agencies AMERICAN ADVERTISING FEDERATION Wally Snyder (retiring) 1905 50,000 members DIRECT MARKETING ASSOCIATION John Greco 1917 PUBLIC RELATIONS SOCIETY OF AMERICA William Murray ASSOCIATION OF NATIONAL ADVERTISERS just what the marketing world needs—another trade association. Digital agencies are banding together to form their very own trade group. Not that the industry is hurting for another, but digital executives believe there is an increasing need for their own forum. With holding companies knocking on their doors, complicated contract negotiations to navigate and the ever-present threat of losing top talent, the burgeoning digitalagency business is facing new challenges. The association, to be called SODA, or Society of Digital Agencies, is the brainchild of Freddie Laker, CEO of the interactive agency iChameleon Group. It’s expected to launch officially within the next three to four months. Ad Age reporter Megan McIlroy looks at some of the myriad industry groups it will be joining. PRESIDENT/CEO FOUNDED MEMBERSHIP REPRESENTS CABLE AND TELECOMMUNICATIONS ASSOCIATION FOR MARKETING Char Beales 1975 5,000 individual and 90 corporate members Firms engaged in management or marketing areas of the cable-TV industry Advertising agencies WORD OF MOUTH MARKETING ASSOCIATION Peter Waldheim (interim) 2004 400 companies Word-ofmouth marketers 3,600 members Direct marketers MARKET RESEARCH ASSOCIATION Larry Brownell 1954 3,000 members All segments of the research profession 1947 28,000 members PR professionals POINT-OFPURCHASE ADVERTISING INSTITUTE Richard Blatt 1936 1,700 companies Marketingat-retail industry Bob Liodice 1910 400 companies Client-side marketers ALLIANCE OF MOTION PICTURE AND TELEVISION PRODUCERS Nick Counter 1982 350 companies Production companies and studios OUTDOOR ADVERTISING ASSOCIATION OF AMERICA Nancy Fletcher 1891 1,100 companies Media owners, resellers, advertising companies, suppliers and trade groups MAGAZINE PUBLISHERS OF AMERICA Nina Link 1919 240 domestic Consumer publishing magazines companies, 80 international companies, 100 associate members MOBILE MARKETING ASSOCIATION Laura Marriott 2003 300 companies Agencies, advertisers, handhelddevice makers, carriers and operators SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION Jeffrey Pruitt 2003 More than Search600 engineorganizations marketing firms, inhouse marketers, ad agencies INTERACTIVE ADVERTISING BUREAU Randall Rothenberg 1996 More than 300 companies Online, interactivebroadcasting, e-mail, wireless and interactive-TV companies TELEVISION BUREAU OF ADVERTISING Christopher Rohrs 1954 600 Commercial organizations TV stations, station sales-rep companies and syndicators