MMA Global, Inc., the global non-profit industry body, ushered in a new era as the Marketing + Media Alliance (MMA), crystallizing its evolution into a foremost global community of Chief Marketing Officers and senior marketing leaders. The repositioning signals the organization’s foundational commitment to advancing marketers’ ability to create value by uniting CMOs worldwide to shape the future of marketing, brands, and business. MMA is the only association that encompasses all parts of the marketing ecosystem at the governance level – including brand marketers, media, adtech, martech, agencies, and consultants – all working together, in support of CMOs.
New Visual Identity
“MMA is for CMOs, directed by CMOs, but supported by the whole marketing industry,” said Greg Stuart, CEO, MMA Global. “We are committed to adding new knowledge to address CMOs’ and marketing’s greatest unanswered questions and unlock its biggest opportunities. Our members aren’t just talking about change — they’re driving it. This new positioning makes it clear that we are an alliance for leaders who push marketing to deliver proven, enterprise-level impact. We believe that if a marketer were to implement all that MMA’s Think Tanks and Labs have discovered, their company could raise its market valuation. We’re proving that marketing can and does matter!”
New Mission and Purpose
With the mission to advance marketers’ ability to create value, the non-profit Marketing + Media Alliance (MMA) develops revolutionary and award-winning models, frameworks, thought-leadership, and initiatives — many spanning several years and millions of dollars — to help CMOs confidently tackle their biggest challenges. All MMA Labs experiments and explorations provide proprietary and powerful insights and models.
Stuart added, “This rebranding is simply catching up to who MMA has already become.” Founded in 2003 as the Mobile Marketing Association, the organization expanded its mission to broader marketing transformation in 2018 and formally changed its legal name to MMA Global, Inc. in 2022. Today’s announcement cements that evolution. The repositioning includes a new purpose & mission, a complete brand message house, a naming hierarchy, a new logo, and brand guidelines.
The leaders of MMA in the MENA region highlight the contribution this global transformation will bring to the local ecosystem.
Melis Ertem, CEO of MMA MEA and DACH; Under the Marketing + Media Alliance umbrella, we will support our CMOs in maximizing the impact of their marketing investments on business outcomes by leveraging breakthrough models and evidence-based frameworks across the region. This marks the most significant step in our journey to prove the value of marketing and position it at the core of business strategy.”
Linda Kender, Regional Director of MMA MENA; The MMA is structured in such a way to bring together leaders from brands, media, technology and agencies to serve as an engine for continuous marketing evolution in the MENA region. The alliance is committed to equip the CMOs With the scientific formulas to enable precision in decision making.
With more than 825 corporate members worldwide and representing hundreds of thousands of marketers, MMA’s alliance is powered by action-oriented leaders who collaborate to take on the toughest challenges on the CMO agenda.
Invested Millions to Improve Marketing’s Impact
Over the past several years, MMA has invested millions of dollars that have redefined marketing science and knowledge, operating across four global think tanks — Measurement & Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), and Data & Customer Experience (DATT).
- Created the first-ever research method to measure the long-term sales contribution of brand marketing — revealing a 7x incremental lift versus short-term campaign sales.
- Developed a breakthrough ‘growth framework’ that appears to double campaign impact, outperforming every other known segmentation model measured.
- Conducted over two dozen AI-driven ad personalization experiments, yielding an average performance lift of +160%
- Built the first organizational team measurement model that identifies which internal changes drive sales growth — and which changes reduce sales.
- Designed a financial formula for CMOs that directly connects marketing activity to enterprise value.
- Disproved long-held myths through neuroscience research that time has zero relationship to advertising effectiveness.
“No other organization brings the same level of rigor to marketing as the MMA,” said Norm de Greve, Global Chief Marketing Officer at General Motors and Chair of the MMA Global Board. “The industry’s top leaders come together to take on marketing’s biggest opportunities and challenges – with hands-on experiments, open dialogue, and a collaborative spirit. That’s how we move the industry forward, together.”
