DMA signals new era of “added value”

The Direct Marketing Association has revealed it intends to be “a bit more dangerous” as it unveiled details of its new strategy for the organisation last night (July 8).

Robert Keitch
Robert Keitch

It will launch more services, products, a broadening of its representation and the creation of new policy groups, according to the DMA’s chief of membership and brand, Robert Keitch.

Speaking at a summer networking event organised by the DMA, Keitch announced the launch of several new products and “added-value” services, including a new business development service and new accreditation schemes around mobile marketing and data security.

Keitch says the changes will aim to reflect the DMA’s new mindset and “stop being risk adverse and get a bit more dangerous with what it’s prepared to do”.

He adds it is also developing six more products due to be launched in the next 12 months.

The DMA will form two new policy groups addressing sustainability and digital marketing, and is also planning to overhaul the format of its events and workshops, he reveals.

Keitch was appointed into the new role last month and shares the leadership of the body with Mike Lordan who has become chief of operations

The appointments come after a period of restructuring at the DMA following a review of the organisation’s role and relevance in the changing market.

As part of the changes the DMA managing director position was made redundant and led to departure of James Kelly in that role.

Keitch was previously DMA director of media channel and development. His new role makes him the public and industry-facing voice of the organisation. He will manage its relationship with members, government and lead its brand communications.

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