Keitch takes the title chief of membership and brand, and Lordan will be 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.
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.
He told Marketing Week that the DMA will now be industry-focused rather than inwardly-focused and that the leadership will look to deliver “a radically different strategic position for the DMA.”
He adds: “This means extending the DMA’s spread and reach to stakeholder groups we have not normally been involved with.”
Keitch will be involved in “significantly enhanced lobbying” of the Government on industry issues and in communicating the strategy insights developed by the DMA to the whole industry rather than just members.
Keitch has worked both agency and client-side, including stints at Whitbread and Omnicom. He also set up his own agency, Allied Solutions.
The DMA managing director position has now been made redundant and incumbent James Kelly is set to depart.