MMA Transforms Into the Marketing + Media Alliance
This year, MMA has officially rebranded itself as the Marketing + Media Alliance (MMA), marking a significant shift from an association to an alliance. The organization aims to create a global community led by Chief Marketing Officers (CMOs) and fueled by the entire marketing ecosystem to tackle the industry’s most challenging issues through evidence, experimentation, and substantial impact.
Advancing Marketers’ Capabilities
The rebranding signals a strong commitment to enhance marketers’ ability to generate value by bringing together CMOs, media, and partners to shape the future of marketing, brands, and businesses. The Alliance intends to build on years of rigorous work through various multi-million-dollar Think Tanks and Labs, covering areas such as AI, customer experience (CX), data, and retail media, and now adapts these initiatives for India through platforms like IMPACT, SMARTIES, and Data Unplugged.
Insights from MMA India Country Head
Moneka Khurana, the country head for MMA India, emphasized that the rebranding was driven by essential industry realities: modern marketing issues cannot be addressed in isolation. The term “Alliance” reflects their true nature as a collective effort uniting CMOs and the wider ecosystem to advance the marketing field collaboratively.
Focus on Collaboration and Inclusion
The shift from “association” to “alliance” highlights a foundational commitment to collaboration and actionable progress. It’s not merely about traditional versus digital marketing; it emphasizes convergence and value creation, regardless of where the consumer engages. The Alliance merges the strengths of marketing and media, uniting leaders to tackle the toughest challenges within the ecosystem.
Scaling Initiatives for Impact
The strategic plan for 2026 emphasizes depth and accessibility. Initiatives like IMPACT and SMARTIES will expand through hybrid models, combining physical engagements with ongoing digital interactions. The SMARTIES platform has evolved to go beyond awards, facilitating continuous learning for marketers at all levels.
Addressing Future Challenges
As we approach 2026, significant challenges include demonstrating the tangible impact of marketing, navigating rapid AI advancements while maintaining brand integrity, and bridging the gap between experimentation and scale. MMA is proactively tackling these issues by developing frameworks for measurement and strategy to ensure that marketing remains integral to business growth.
Conclusion: A Call for Transformation
This year has marked a transformative period, yet the journey has just begun. MMA invites all marketing leaders eager to influence the future to join their movement—an endeavor that thrives on pushing boundaries, daring experimentation, and consistently creating value.
