{"id":228830,"date":"2025-10-21T07:48:14","date_gmt":"2025-10-21T07:48:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/228830\/"},"modified":"2025-10-21T07:48:14","modified_gmt":"2025-10-21T07:48:14","slug":"a-new-name-signals-the-orgs-intent-to-showcase-marketing","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/228830\/","title":{"rendered":"A new name signals the org\u2019s intent to showcase marketing"},"content":{"rendered":"

What\u2019s in a name, you ask? In the case of MMA, a lot, given that those three letters have worked hard to reinvent themselves over the last 15 years.\u00a0<\/p>\n

The marketing organization known as MMA Global, and headed by Greg Stuart for the last decade and a half, is again renaming itself while still employing two Ms and an A \u2014 this time to the Marketing + Media Alliance. The move, to be announced today, represents the organization\u2019s intent to showcase the nitty-gritty marketing work it has been doing on behalf of its 825-member base of marketers. And it\u2019s a far cry from 2010 when Stuart took over the Mobile Marketing Association, it\u2019s first moniker.<\/p>\n

Stuart has long urged MMA\u2019s members to step up and participate in numerous trials, pilot tests and other marketing experimentation to advance the marketing discipline beyond its historical norms. In essence, a lot of what\u2019s still taught today at university marketing courses is outdated but being carried into the workplace \u2014 and Stuart is eager to change that dynamic<\/p>\n

\u201cMMA has always been about the future, which is what mobile was at one point. Now we\u2019ve just broadened that to a bigger, better orientation of the future,\u201d said Stuart, who believes he can expand MMA\u2019s membership revenue as much as four- or five-fold. Currently, \u201cit\u2019s only 20-25% of its potential, we can grow 5x. We\u2019re big, and we have incredibly influential people at the table, but we don\u2019t have everybody at the table.\u201d\u00a0<\/p>\n

While remaining a not-for-profit org whose members are predominantly CMOs and members of marketing, MMA has for the last 18 months focused on drilling deeply into how to make generative AI and other AI tools work for marketers.<\/p>\n

MMA has funded and performed more than two dozen AI-driven ad personalization experiments, which yielded an average performance lift of +160% \u2014 with an upper achievement of +272% in machine learning optimization. MMA also developed a \u201cgrowth framework\u201d that it said can double campaign impact, outperforming what MMA described as \u201cevery other known segmentation model measured.\u201d<\/p>\n

Norm de Greve, the global CMO of General Motors who also serves as global board chair of MMA, said the repositioning is just a validation of that work done the last few years \u2014 including the first time \u201cmedia\u201d has been added to the name.\u00a0<\/p>\n

\u201cThere\u2019s a number of media company senior people that are on the board of the MMA, and it makes it pretty powerful,\u201d said de Greve. \u201cBecause when you work with them together as marketers in an honest, open, productive way, you can do things and get the answers that aren\u2019t necessarily possible\u201d for marketers alone.<\/p>\n

He also noted that the AI personalization studies have been particularly useful to GM as a marketing machine. AI is \u201cincreasingly a large component across every aspect of the value chain,\u201d said de Greve. \u201cSome of the personalization tests [delivered] phenomenal results \u2014 they\u2019re really strong, and MMA is leading the way there.\u201d<\/p>\n

Stuart said the repositioning effort was afforded in part by the sale of MMA Global\u2019s stake in Possible \u2014 the three-year-old marketing conference co-launched by Stuart and Christian Muche, who founded DMexco years ago \u2014 to Hyve Group in 2024<\/a>. That sale brought in a $20 million windfall, which will be used for future testing, but a bit was broken off to get the branding assistance in the repositioning from midwest agency Lafayette American.\u00a0<\/p>\n

I always knew what the problems in marketing were, and it\u2019s taken me this long to get to this point where now I have the answers,\u201d said Stuart. \u201cNow they\u2019re validated and proven \u2014 this is just a continued expansion of that.\u201d<\/p>\n

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