TLDR: MMA Global has rebranded as the Marketing + Media Alliance, signaling a strategic shift to emphasize collaborative in-market testing and a deepened focus on integrating generative AI and other AI tools to drive marketing effectiveness and business value. The move aims to modernize marketing practices and expand the organization’s influence within the industry.
MMA Global, the prominent marketing organization led by CEO Greg Stuart for the past 15 years, has officially rebranded as the Marketing + Media Alliance (MMA). The repositioning, announced on October 21, 2025, underscores the organization’s renewed commitment to collaborative in-market testing and a proactive approach to integrating advanced technologies like generative AI into marketing strategies.
This strategic shift aims to showcase the tangible marketing work being done on behalf of its 825 corporate members, which include CMOs and senior marketing leaders, collectively representing billions in marketing spend. Greg Stuart has long been a proponent of members engaging in rigorous trials, pilot tests, and marketing experimentation to evolve the discipline beyond traditional, often outdated, university-taught norms.
“MMA has always been about the future, which is what mobile was at one point. Now we’ve just broadened that to a bigger, better orientation of the future,” stated Stuart, emphasizing the organization’s forward-looking vision. He also expressed confidence in the alliance’s growth potential, noting that current membership revenue is “only 20-25% of its potential, we can grow 5x.”
A significant aspect of the new Marketing + Media Alliance’s focus is its deep dive into artificial intelligence. For the past 18 months, the MMA has dedicated considerable resources to exploring how generative AI and other AI tools can be effectively leveraged by marketers. This includes funding and conducting over two dozen AI-driven ad personalization experiments, which have demonstrated an average increase in advertising effectiveness.
The MMA distinguishes itself as the sole association that unites the entire marketing ecosystem at the governance level, encompassing brand marketers, media, adtech, martech, agencies, and consultants. This collaborative structure is designed to support CMOs in shaping the future of marketing, brands, and business. The rebranding initiative includes a comprehensive overhaul of its brand identity, featuring a new purpose and mission, a brand message house, a naming hierarchy, a new logo, and updated brand guidelines.
With a mission to advance marketers’ ability to create value, the non-profit alliance is committed to developing “revolutionary and award-winning models, frameworks, thought-leadership, and initiatives.” The organization champions a philosophy of “science and inquiry,” aiming to constructively disrupt the status quo and enable members to adopt “proven, science-backed practices” to drive transformative impact and business growth.
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The broader industry context, as highlighted by Digiday, also reflects a growing emphasis on AI’s role in advertising, influencer marketing, and how publishers are re-evaluating their stance on blocking AI bots, further underscoring the timeliness and relevance of MMA’s strategic repositioning.
