DM industry eyes spend boost with campaign

The Direct Marketing Association is launching a campaign to showcase the creative possibilities the channel offers marketers, one of several initiatives the body plans to bolster investment and the perception of DM following a recent drop-off in spend and concern over the impact of controversial data laws.


Indicia created activity launching later today (13 June) will detail the return on investment generated from DMA Award winning campaigns. Email, mail, social and posters carrying the strapline “the real deal” will target clients and agencies.

Chris Combemale, chief executive of the DMA, says the campaign aims to “highlight the importance of creativity and innovation to the economy and to society” in the face of what he claims are budernsome laws such as the EU directives on data protection and privacy that will hit investment in DM.

He adds: “With the rise of modern direct channels such as mobile, social and email the industry has never been more important to the success of the UK economy, yet it faces unprecedented challenges from poorly-designed legislation.


“By highlighting the measurable success of the best work we will help legislators appreciate the contribution that our industry makes while inspiring clients to invest in measurable, targeted campaigns that generate sales and create jobs.”

The DMA is also to publish a report later this month that will attempt to quantify the industry’s value to the UK economy in terms of jobs and contribution to sales.

The efforts come after suggestions that investment in traditional DM channels is on the wane. First quarter spend fell 3.2% following a 0.6% dip in the final quarter of 2011, according to the Bellwether report.

The industry has also come under fire over the environmental impact of “junk mail”. The DMA signed a “responsibility deal” with the government in November, including several waste reduction pledges.


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Josie Allchin

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