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.