Logie: ‘Protect commercial freedom’

Scott LogieNew DMA chairman Scott Logie has called on the trade body to take a leading role in preserving direct marketing’s commercial freedom, as it embraces the challenges of the digital communications epoch.
Logie succeeds David Metcalfe, head of wholesale banking at Lloyds TSB, who will step down in January following a two year tenure.
Currently strategy director at Occam, Logie has worked in the marketing industry for over 20 years, including positions at Bank of Scotland, CACI and BAE Systems. Malcolm Green, a former board member and head of sales, compliance and ethics at Yell, is to be deputy chairman.
Logie has stressed the importance of representation of the industry at both a government and business level through continued lobbying and greater engagement with other trade and business associations. He wants the DMA to take a leading role in driving new initiatives, such as the recent trial of consumer personal data stores.
He commented: “New technology means that customer engagement has been taken to a whole new level. As a result, direct marketing has never had such a wide-reaching role to play in business. From social media and mobile marketing to experiential and behavioural targeting, direct marketing has the potential to have significant and wide-ranging implications for businesses and their customers.
“It is therefore vital that the DMA continues to drive the commercial and trading environment of the industry by preserving commercial freedoms and leading the industry on macro level issues such as privacy, data security and the environment through the development of its portfolio of products and tools.
“The DMA has evolved significantly over the past two years to give both traditional and digital media an equal billing. It has remained at the forefront of the industry with the creation of the Social Media Council; its role in the trial of consumer data store; the development of data protection and sustainable marketing products; and its campaigning to raise awareness of the value of the creative industries. As the significance of direct marketing continues to grow, it’s more important than ever that our work is at the heart of business.”
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