One of Australia’s oldest advertising industry bodies is to be folded into the marketer body the Australian Marketing Institute (AMI).

The 94 year old Advertising Institute of Australasia (AIA) will now be part of AMI with the organisation’s board noting in a statement that it needed to merge with “a larger, stronger and more diversified marketing industry association”.

“AIA has been an influential champion of the Advertising industry in Australia in its over 90 year history, pioneering impactful education, awards and research initiatives that have helped nurture and develop talent in Australia,” said Andrew Thornton, chair of AMI.

“However, as industry association consolidation becomes inevitable in today’s rapidly evolving market, a larger organisation like AMI is well placed to continue to provide the marketing industry support that AIA has delivered over many years.”

It is only 18 months since the AMI itself faced its own cashflow crisis with the then board being forced to implement a new $99 “service enhancement charge”, as the body struggled with a major financial deficit.

In announcing the merger the AIA board noted it has undertaken to invest in the 2016 and 2017 Australian Marketing Institute Awards for Marketing Excellence and would promote the AMI Future Leaders Award.

Lee Tonitto, CEO of AMI, said: “AMI is unique in that we represent the full marketing ecosystem, providing support for marketing professionals across the industry.

“Consequently, AMI membership and a strong digital advertising education focus means we will be able to continue to progress the objectives of the AIA from day one. Our team is looking forward to welcoming the AIA to the AMI family.”

This article was originally sourced from Mumbrella and written by Nic Christensen.