CTAM, the Cable & Telecommunications Association for Marketing, announced this week that it’s forming a strategic integration with the Association of Cable Communicators.

Here’s the statement released Thursday by CTAM:

CTAM and the Association of Cable Communicators (ACC), the cable industry’s leading business and professional organizations representing marketing and communications, announced today that they have reached an agreement in principle to combine forces, creating an unrivaled organization serving both disciplines.

“It’s critical for CTAM to reflect what’s happening inside our companies, where marketing, branding, communications and public relations functions are aligning and harmonizing for success in the competitive marketplace,” said Mark Greatrex, chair of the CTAM Board of Directors, and EVP, chief marketing and sales officer, Cox Communications. “This unification gets us much closer to marshalling the power of a unified voice to break through with our industry’s consumer-centric story of value and innovation.”

Through the strategic integration, ACC members, senior Board leadership, and key programs will be incorporated into CTAM’s collaborative initiatives, awards recognition and education opportunities.  In addition, CTAM will sharpen its focus and competencies to include communications and public relations as a value-add for its member companies, the majority of which are mirrored in ACC.

“This is an exciting step forward that recognizes and capitalizes on the current marketplace environment, building a collective to support the industry in even more comprehensive ways,” said Catherine Frymark, president of the ACC Board of Directors and SVP, corporate communications, Discovery Communications. “While both organizations have been highly regarded for decades of individual accomplishments, we’ll be stronger together; providing greater member value, professional development resources and programs, and overall impact beyond what we’re able to achieve separately.”

In the past, ACC and CTAM have shared two fundamental strategic goals, making the union a natural fit: building marketing and communications excellence and providing inspiring education opportunities for professionals at all levels. In addition, CTAM recently has bolstered its core value by guiding member collaboration to solve marketplace challenges and build unified positioning platforms, making inclusion of an active communications community even more vital.

“CTAM’s ability to accomplish its strategic goals will be enhanced by the participation of this group of accomplished communications and PR professionals who are among the finest thought leaders and subject matter experts in our business,” said Vicki Lins, president and CEO, CTAM. “Their engagement in CTAM initiatives will lead to greater achievement in our work to drive collective impact in the marketplace, market and communicate best-in-class consumer experiences, and raise the image of the industry brand.”

The CTAM and ACC boards unanimously approved the proposed consolidation plan and, subject to the parties entering into a definitive agreement and satisfaction of customary closing conditions, expect it to be finalized by year-end.  Subsequently, ACC executive leaders will form a CTAM Communications Steering Council to officially launch the integration and establish an immediate, high-level communications presence within the organization.