The two leading industry bodies in the UK, the DMA and the IDM (Institute of Direct and Digital Marketing) have come together under a newly formed group to promote the highest standards and professionalism in one-to-one marketing.
Headed up by group CEO, Chris Combemale (pictured), the merged organisation will become the largest marketing trade body and provider of specialist qualifications in Europe, serving a £14.2 billion industry with a workforce of more than 530,000.
The combined business is on a mission to create a stronger profession by helping every company and every individual member to be better at what they do. It will focus on protecting and growing the one to one marketing industry, inspiring the best talent through advocating best practice, innovation and excellence as well as providing the highest quality training and qualifications available to organisations and individuals.
Julia Porter (left), chairman of the UK DMA, said: “The recently launched DMA Code and Guides establish a modern framework for responsible marketing in our profession. IDM training provides the skill sets and knowledge needed for practitioners to succeed. They are two halves of a shared mission that will be better achieved together.”
Melanie Howard and Caroline Worboys, who co-chair the IDM, said: “The newly created group is committed to continuing the purpose for which the IDM was established, namely supporting, attracting and developing talented people into the one to one marketing industry. We believe that the value of the IDM brand, the importance of reputable qualifications to the industry and our role in attracting high quality talent to the industry will be expanded in a shared future.”
The DMA and the IDM will continue to operate as separate brands. The DMA’s corporate memberships and the IDM’s individual membership will remain in force. IDM remains a brand that helps individuals become better at what they do through training and qualifications and continuous professional development while the DMA brand helps companies to have a better business. Over the coming months the group will explore synergies to enhance the value and experience for all members.
In addition to Chris Combemale’s appointment as group CEO, Ken Goulding has been appointed group finance director. Jane Cave has been appointed as managing director of the IDM and Rachel Aldighieri will be the interim managing director of the DMA.
The merger will also see the industry’s two main charities, the IDM Trust and the Direct Marketing Foundation, come together. The newly formed trust, a single charitable institution, will provide grants and bursaries to help attract, inspire and educate the most talented young people to enter the profession as well as support issues around fairness to consumers. The trust will continue to distribute ear-marked legacy funds from the co-founder of the IDM, the late Derek Holder, as bursaries to support those who want to enter the profession and gain qualifications and experience.
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Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
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