Britain's DMA in Makeover

08 November 2002

Following twelve months of planning, Britain’s Direct Marketing Association is about to embark on the first major restructuring of operations and staff in its ten year history.

After extensive opinion-gathering among both client and supplier members, the DMA identified three key deliverables that will maximise membership value: Protection, Intelligence and Growth. Its restructure programme centres on these three areas.

Protection will encompass lobbying efforts, preference services and consumer campaigns.

Intelligence revolves around legal advice, industry research and member communications – all directed at keeping members up to speed with industry influences and trends.

Growth – the need to deliver continually evolving products and services to help members achieve competitive advantage and gain maximum value from membership.

To meet these deliverables, seven strategic business programmes have been devised: Representation & Lobbying; Preference Services; Best Practice, Governance & Compliance; Market Intelligence; Training & Events; Consumer Campaigns and Member Business Development.

Under the new framework DMA member companies will be able to opt for membership of one or more Interest Groups representing industry sectors rather than confined, as now, to a single group determined by their business activity. This will allow a client to join a mailing house (or other) group, an agency to be part of a telemarketing group or a database company to join a DRTV group.

The main focus of these groups, supported by an elected Council, will be to continue raising industry standards, at the same time developing new initiatives and activities designed to help members build their businesses.

Explains DMA managing director James Kelly: “Whilst we will continue our successful work of lobbying government to help keep restrictive legislation to a minimum, the restructure will enable us to focus resource on developing new business plans and initiatives - all aimed at helping our members develop their individual businesses.”

The regions will follow a similar paradigm, says Kelly. “Specific local needs will be met with plans to develop DMA North and West in the same way as DMA Scotland, which has proved a highly successful model. Our clear goal in today’s challenging economic climate is to deliver membership value.”

Subject to ratification at the upcoming AGM, the new DMA infrastructure will go live in December..

Data sourced from: DMA (UK); additional content by WARC staff