by Leo Jakobson | November 14, 2012

The Promotion Marketing Association (PMA) has announced that it will widen its focus and change its name to the Brand Activation Association next year. 

The new association is intended to become an umbrella organization, covering all of the “disciplines required to activate a brand’s strategy in retail environments, from creative strategies to measurement and on topics ranging from omni-channel marketing to experiential marketing and social media,” PMA president and CEO Bonnie Carlson announced today at the PMA’s 34th Annual Marketing Law Conference in Chicago. 

“We are building on PMA’s 101-year legacy of advocacy, education, recognition, networking and community by actively responding to changes brought about by the explosion of digital, social and mobile communications,” Carlson said, according to a statement. “As these new-age channels have dramatically altered association members' marketing cultures, new ecosystems of retail have been spawned, particularly in the areas of e-commerce, mobile shopping, show-rooming, social shopping and more.”

Among the new resources the group plans to offer are:

A new web site with expanded, searchable content in an easy-to-navigate format
Monthly brand manager surveys to maintain a pulse in the marketplace
Academic Council of leading universities to contribute thought leadership
Proprietary white papers
Original research
Expanded schedule of peer-to-peer share groups for specific member segments
New conferences to inspire and provide best practices in strategy and execution
New brand management recognition awards

The association “will grow beyond narrow, traditional definition of ‘promotion’ so that the association can better serve its brand management, marketing agency and legal professionals membership,” the statement added. 

The full announcement is available at the PMA website.