Data in the driving seat as DMA names new board

worboys and runacusThe DMA has unveiled its new-look board with data marketing taking a starring role in the form of Karmarama chief strategy officer Mark Runacus taking on the mantle of chair – succeeding former Guardian chief Julia Porter – with Starcount managing director Caroline Worboys named as deputy.
In a change to the well-worn process, Worboys succeeds Jacob Bailey CEO Shaun Bailey, who would normally have taken up the chairman role.
Porter and Bailey took up their posts in 2014 and, according to the industry body, helped to steer the organisation through a significant period of change as it merged with the IDM to become what it claims is Europe’s largest marketing trade association and learning organisation.
Runacus has been in the DM industry virtually his whole career, starting at the now defunct Carlson Marketing in the mid-Nineties. He then had spells at OgilvyOne and RMG Connect, before co-founding Crayon, which was bought and folded into Karamarama in 2011.
He has also spent the last five years as the chair of the DMA Awards committee.
Runacus said: “In a ‘post-truth’ world, the data-driven creative industries are best placed to lead a more authentic engagement with consumers. We’ve always been insight-driven rather than making decisions based on a belief or hunch.
“Now it’s time to build on the DMA Code that we launched in 2014, which highlights the responsibility we have to our customers in its simple, honest, and consumer-centric principles. As the newly appointed chair, I look forward to working with the data-driven creative industries to grasp this opportunity to lead the way once again by using data as an enabler to develop deeper and more authentic relationships with customers.”
Worboys started her career in 1991 at Colorgraphic, the print firm, before setting up her own data marketing business, HDM Worboys in 1995, which she sold to News International in 1999.
She went on to integrate her company with ADS, Omnimedia and Ebquita to form Broadsystem.
Worboys then had a spell at Wunderman before joining Starcount, the data company run by Clive Humby and Edwina Dunn. She added: “With Brexit on the horizon, it’s more important than ever that UK plc is open for business and our industry leads the globe in data-driven creativity, skills and training. The data-driven marketing and advertising industry is at the forefront of this opportunity for the UK, with data being integral to any brand wanting to build authentic experiences and relationships with customers.”
In addition to these appointments WDMP chief executive Gavin Wheeler, and AgeUK head of CRM and group database Michelle de Souza have been elected to three-year terms at the DMA’s annual board elections.
Meanwhile, Future Foundation chair Melanie Howard, and Engine chief marketing officer Richard Dutton will both stand down.

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