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Pssst have you heard? The Association of National Advertisers announced today it would be acquiring the Word of Mouth Marketing Association, a marketing trade group founded in 2004. ANA CEO Bob Liodice says the deal would help ANA increase member services in WOMMA’s areas of expertise. It follows other acquisitions in recent years of groups like the Business Marketing Association and the Brand Activation Association. Terms were not disclosed. A major driver in co-founding WOMMA in 2004 was a frustration that the major industry associationsANA, IAB, DMA, 4A’swere not adequately addressing the ‘non-paid’ media landscape, says Pete Blackshaw, head of digital innovation and service models at Nestle, who was a Nielsen executive when he helped found WOMMA. “We also felt a critical need to establish a high industry bar for word-of-mouth ethics and social media disclosure, which I believe WOMMA delivered with excellence,” Blackshaw says. ” ANA appears to be embracing both fronts, so it’s hard not to imagine positive outcomes coming out of this.” He added that the move comes as consumer testimonials, reviews, ratings, social media engagement and other forms of online or offline word-of-mouth grow in importance.

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