Sophie Blake
Industry group MMA Global has announced a rebranding in which it will now operate under the name Marketing + Media Alliance (MMA). The move accompanies a refreshed mission and identity meant to align the organisation with its expanded remit beyond mobile marketing.
Founded in 2003 as the Mobile Marketing Association and renamed MMA Global in 2022, the organisation said the change reflects its evolving role across brands, media, agencies, ad-tech and mar-tech. According to its materials, the updated structure remains a non-profit alliance directed by CMOs and supported by broader marketing ecosystem stakeholders.
Under the new identity, MMA will continue operating its four established global think-tanks—Measurement & Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT) and Data & Customer Experience (DATT). The body points to its investments in multi-year experimentation and frameworks aimed at helping marketers measure long-term value and optimise campaigns.
The rebrand also incorporates a new visual identity and branding guidelines, which were developed with creative agency Lafayette American. The change was partially funded by assets freed up following the 2024 sale of MMA Global’s stake in its POSSIBLE conference business.
In providing context for the shift, CEO Greg Stuart described the rebranding as the logical next step for the organisation, one that aligns its name with its current operations and ambitions. Board Chair Norm de Greve (Global CMO, General Motors) noted that the inclusion of the word “Media” acknowledged how media companies have become increasingly involved in the association’s governance.
Membership at the alliance currently stands at more than 825 corporate entities representing hundreds of thousands of marketers and covering tens of billions of dollars in annual marketing spend. The organisation says its governance model spans the full marketing ecosystem—brands, media owners, agencies, technology platforms and consultancies.
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