As it embarks on a new strategic direction, the International Association of Association Management Companies has changed its name to AMCinstitute.
“Focusing on the AMC brand will enable our industry to move to the next level as the leading provider of high-quality professional association services,” said John Ruffin, president of the Philadelphia-based association, in a press release that coincided with the American Society of Association Executives and The Center for Association Leadership’s annual meeting in Boston. “It will cause less confusion, create a more integrated marketing approach, and lead to greater opportunities for partnerships with associations.” The organization is working on a new tagline and logo, which will be introduced during its annual meeting in February. Another new initiative that’s part of the association’s strategic plan is to redesign its Web site to make it a portal for association services.
AMCs, which manage some or all aspects of association business, including meetings, have grown steadily over the years, doubling to 676 over the past 20 years, according to AMCinstitute research. In the past three years, the number of AMC clients has grown by 55 percent.