APA breaks away from PPA
The APA, the body representing the editorialised branded content industry, is no longer a subsidiary of the PPA and has become an independent association.
The APA said it had made the move “to develop initiatives specifically tailored to its burgeoning membership in order to add even more value to its relationship with its member companies”.
It will continue to operate from the same offices as the PPA and “the two organisations will share resources where it creates extra value for their membership such as legal, distribution and environmental issues”.
According to the latest Mintel figures, by 2012 the editorialised branded content industry will be worth £1 billion.
Julia Hutchison, COO of APA, said: “Our decision to become an independent entity reflects our ongoing strategy for business growth and diversification amongst our increasing membership. Our New Year’s resolution is a desire to become even closer to our members and focus specifically on activity that benefits them.
“This is particularly crucial given the current economic climate and the continued fragmentation of the marketing mix. 2010 is set to be an exciting year for our particular industry. We are confident that our programme of research, training, events, new business generation and client retention services, combined with our new independent status means that we will ensure that the editorialised branded content industry will continue to grow in the new decade and beyond.”