The Direct Marketing Association (DMA) and the AAR have merged their registers to form one list for clients looking to hire agencies in the sector.
The strategic alliance will launch in the autumn. It will be branded DMAAR and offer two services to clients – an agency search and a selection process.
DMA manager Suzi Higman and AAR head of direct marketing and sales Julie Constable will run the combined service.
Higman says the DMA will look after the development and management of the service, while the AAR will concentrate on the day-to-day running of the register.
Higman says: “The DMA began talks with the AAR because the two services are complementary. The AAR is a hand-holding exercise for clients, while the DMA provides a two-tier service.
“The DMAAR will be the marriage broker service for agencies and clients. The DMA will still offer all its other services besides the register.”
AAR managing director Kerry Glazer says the service will offer clients thorough knowledge about the UK direct marketing agency scene.
The service will be launched with a promotional campaign. Design agency Blou Creative has created the DMAAR logo.