The DMA is undergoing a major rebranding exercise, designed to better reflect its role in the direct marketing industry and make itself more “marketer friendly”.
The move see the organisation replace its long-standing ‘star burst’ logo with a ‘conversations’ design, produced jointly by direct, digital and engagement agency Jacob Bailey and in-house designer Rommel Gracias. The branding aims to reflect the modern industry’s conversation-led approach to communicating with consumers and businesses.
Speaking exclusively to DecisionMarketing, executive director Chris Combemale said the DMA wants to be seen more as a professional services provider, than just a trade body, where members are treated as clients and can come to the organisation for advice on all matters DM.
“We want to communicate the fact that modern DM is all about having conversations. Traditionally our tone of voice was not very marketer-friendly and we tended to concentrate on our lobbying efforts. While lobbying government is obviously still very important, we need to speak to our members in a tone that they understand, rather than in legalise.
“Our old branding was based more on our print heritage, but we have a much broader membership these days. These are exciting times and all modern communications channels are now data-driven channels.
“Our role is also to provide insights into how to get the most of your direct marketing, and our new website will reflect this with features such as the DM Tool-Kit, providing case studies and advice. This is one of the most dynamic industries to be involved in; and if we can’t get that across – and have some fun, too – then we’re in a lot of trouble.
“We’re at the heart of a buzzing, vibrant industry that’s constantly transforming technologically and creatively, which can be tough to keep pace with. Our new branding communicates the fact that we’re a friend your business can rely on.”
The DMA started its overhaul in 2008, after a review of the association by PA Consulting. In June 2009, it axed the role of managing director, triggering the departure of James Kelly. Initially Kelly was replaced by joint leadership, with chief of operations Mike Lordon running the DMA day-to-day and chief of membership and brand Robert Keitch managing its PR with industry and the Government. But Keitch quit in March 2010, sparking the search for an executive director.
Combemale, managing director of The Email Academy, was appointed temporarily on a part-time basis but since the death of his business partner, David Hughes, earlier this year, has decided to wind down the Email Academy and now works for the DMA virtually full-time.
