Full-service marketing agency BFG Communications announced today it has been tapped by the American Marketing Association (AMA) to aid in in the development of its new brand positioning.
The agency was selected without a review by the AMA’s new CEO, Russ Klein. BFG will begin work with the AMA, effective immediately. The AMA is expected to launch the resulting work as early as this summer in what Klein calls the “Next AMA,” further describing it as “a personalized community focused on the inherent tension between so-called best and next practices necessary for outperformance in marketing.”
BFG’s Chief Strategy Officer Richard Leslie will lead the agency team in fielding ethnographic research designed to aid in refining and updating the value proposition for the AMA. With more than 30,000 members and reaching over 300,000 marketers and academics, the AMA brings marketing professionals and academics together to share techniques and ideas; and it has 76 professional and 350 collegiate chapters across the country.
“BFG has a proprietary and powerful take on consumer insight combined with an impressive background in branding and research, and we anticipate that being put to effective use for an iconic brand such as the AMA to communicate its service to member and value offering in a contemporary light,” said Klein. Klein added, “BFG sees things others don’t.”
“The AMA is the foremost repository of marketing knowledge and learning association in the world,” said Kevin Meany, President and CEO of BFG. “We are humbled to be selected to help this magnificent and storied institution continue to lead the charge on best-practices marketing in the 21st century.”
This AMA project is the latest win for BFG whose client roster includes The Coca-Cola Company, Campari USA. The agency recently won Church’s Chicken, Virgil Kaine Lowcountry Whiskey Co. and Lemonic Liqueur.