Newly-elected leaders of FEDMA have cited the organisation’s strategic focus on promoting businesses’ awareness and understanding of consumer data protection and privacy as key to fostering continual growth of Europe’s multi-billion-Euro one-to-one marketing industry.
Diana Janssen and Dr Sachiko Scheuing were elected co-chairmen of Brussels-based FEDMA – the Federation of European Direct and Interactive Marketing Associations – at the organisation’s recent AGM held in 
Brussels. FEDMA’s membership comprises Europe’s national DMAs, other industry associations and multinational businesses.
Speaking at news of their election, Janssen and Scheuing said as co-chairmen their focus will be to put consumer data protection and privacy at the centre of FEDMA’s public affairs, PR and educations activities to support its mission of driving growth of Europe’s €47-billion (Deloitte, 2013) one-to-one marketing industry.
Janssen, director general of the Dutch DMA, commented that its strategy of focusing on promoting commercial understanding of consumer data protection and privacy will ensure that FEDMA can represent all data-driven marketing channels.
“While acknowledging FEDMA’s traditional stronghold of advertising mail and telemarketing, we embrace the true potential of one-to-one marketing and customer experience across all the data-driven channels such as mobile, social and email, as well as emerging opportunities in television and out-of-home.
“It’s an omni-channel world in which dialogue with customers can take place at anytime, anywhere and through all channels, as preferred by the customers. What an exciting time!”
Consumer data privacy and protection has been high on the European political agenda in the past two years, with the EU currently working on producing a new Data Protection Regulation which is expected to be passed by the European Parliament in 2015. FEDMA has co-ordinated international lobbying efforts to ensure that lawmakers produce a legislation that balances the interests of consumer data privacy without undermining Europe’s one-to-one marketing industry.
Scheuing, European privacy officer at Acxiom and long-standing vice-president of the FEDMA legal affairs committee, added: “It’s vital that we continue to provide our tens of thousands of members, and companies in the wider industry, with the support and guidance they need to understand how to build consumer trust so as to thrive in Europe’s booming data economy. With this strategic focus FEDMA will ensure that Europe remains at the forefront of the world’s one-to-one marketing industry.”
At the AGM, FEDMA members also elected the following members to the board of the organisation:
Mr Ivan Vandremeersch, former FEDMA Secretary General, has been asked by the new board members to remain special advisory to the board.
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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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