Fedma outlines EU battle plan as Combemale steps up

eu referendum 2DMA Group chief executive Chris Combemale has succeeded Dutch DMA director Diana Janssen as co-chair of European direct and digital marketing group Fedma, working alongside Dr Sachiko Scheuing, who is also European privacy officer of Acxiom.
The duo will lead the organisation through a period of continued change for the industry, with a focus on data privacy and key consumer issues that are affecting the marketing discipline.
The new leadership team will help to guide Fedma through the challenging times ahead, from the new laws to which the industry must adhere, to the prospect of Brexit.
Marketers across Europe and beyond will be getting to grips with the implementation of GDPR and the soon to be confirmed ePrivacy Regulation. In the midst of this, the UK will be finalising its departure from the European Union, while also ensuring that despite Brexit the UK remains part of the European Digital Single Market.
At the start of his term, Combemale said: “In an era of augmented intelligence and machine learning, the technology at the disposal of marketers is more powerful than ever. But with powerful technology comes great responsibility and marketers must ensure they create the ethical frameworks in which their technology can operate.
“As marketers, we’re no longer just responsible for short term sales and long term brand loyalty, but the custodians of the technology that is powering the fourth industrial revolution. In this new environment, marketers must act with a responsibility to society, not just to their company.”
Dr Scheuing added: “It is Fedma’s mission to ensure the industry operates with an ethical code that ensures the strategic opportunities of big data can be deployed to customers, the economy and society as a whole. We will continue to advocate for the right legislative balance between privacy and innovation, not just one or the other. We will bring together policy makers, legislators and regulators to share the views and ensure the right balance is struck, enabling Europe to remain at the heart of the global data-driven economy.”

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