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ANALYSIS: A new era for the DMA?

At the beginning of June, the Direct Marketing Association (DMA) announced two major appointments. It promoted its director of consumer services, compliance & accreditation, Mike Lordan, to the newly created role of chief of operations, and Robert Keitch was promoted from director of marketing channel development & environmental affairs to the other newly created post of chief of membership & brand.

The announcement was the culmination of an 18 month review of the purpose, structure and function of the entire organisation. During that time the global economy has entered a recession, the pressures on marketers have intensified and the pace of change – social, technological and legal – has not abated.

Those now leading the DMA argue that they were right to have spent that time on protracted introspection.