You are here

ANALYSIS: Which way now for the DMA?

It doesn't seem that long ago that Robert Keitch and Mike Lourdan were jointly appointed to lead the DMA in line with its new strategy to help reinvent itself. But this seemingly great result has been shortlived and Keitch's resignation just nine months later (March '10) shook the industry. So why did Keitch leave? And what does it mean for the DMA?

Keitch explains that his decision to leave was just a simple case of him wishing to move on, “I'm proud of what I've achieved in setting the DMA on a steady course of change that will ensure it can continue to represent the interests of the direct marketing industry today and far into the future. However, after four years at the DMA, it's now time for me to turn my hand to new challenges.”