I was delighted to read about the open minds of Messrs McQuillan, Thompson and McManus regarding the Field Marketing Association joining the Direct Marketing Association (MW April 15).
However, this is in direct conflict with the views expressed privately when the FMA has attempted to directly council their opinions in the past. Puzzingly though, they state that the FMA is not appropriate for them, and it would seem that neither is the new organisation. Yet no effort on their behalf has been made to draft a plan for an organisation suitable for all.
A lot of what the three say about the weaknesses of the FMA is true. That is why a change of direction is necessary. It will not happen overnight, as the body is primarily driven by people who also have to drive their own businesses. When priorities are called into question, the business rather than the Association inevitably wins the day. That is why an alliance with an established organisation makes sense.
Rather than adopt an aloof, wait-and-see attitude, the business of the three (as well as CPM) should get involved. All they have to do is leave their personal business issues outside the room and concentrate on what the industry needs to address.
Headcount Field Marketing