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The DMA in 2012: the year in review

19 Dec 2012 11:39 GMT Back
The DMA in 2012: the year in review
DMA News

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Data dominated much of 2012 here at the DMA and in the direct marketing industry. From the cookies compliance deadline in May to the ongoing debate about proposed EU data reform, it's been an eventful year. Here are some of the highlights. 

The year began as it ended with all eyes on EU lawmakers and the threats posed by the draft EU Data Protection Regulation. The DMA’s executive director, Chris Combemale, highlighted the dangers the draft text and initiated some research on the economic impact of the proposed Regulation on the direct marketing industry. 

Information Commissioner Christopher Graham raised concerns about the draft EU Data Protection Regulation at the annual DMA data conference. Graham warned that in its current form, it would over-burden resources at the ICO leaving little time to chase the cowboys who were flouting data protection regulation. 

Renowned British designer Wayne Hemingway MBE was appointed chair of judges for the 2012 DMA Awards. Commenting on his appointment, Hemingway said: "The UK direct marketing industry is a great example of how strategic thinking and creativity can achieve real social change... Successful direct marketing must make a positive change, and that's what I'll be looking for from entries." 

As the cookie compliance deadline loomed, the DMA published a series of how-to guides on managing cookies for websites, mobile and email marketing, including a 10-step guide to help members prepare for the new law. 

What difference have you made? That was the question the DMA asked direct marketers as part of its Real Difference campaign for the 2012 DMA Awards. Designed by Indicia, the campaign was unveiled at a launch event led by this year's chair of judges, Wayne Hemingway MBE. 

How much is direct marketing worth to the UK economy? Over £14bn, according to the DMA's Putting a price on direct marketing study, the most comprehensive study into the economic impact of the UK's direct industry to date.  

As Olympic fever took hold, the DMA launched a one-off Summer of sport category for the 2012 DMA Awards. It was one of eight new categories which include Best use of social media for brand building, Best use of social media for customer acquisition and Best use of data in a digital campaign. 

Justice Minster Helen Grant MP and Culture Minister Ed Vaizey MP promised to protect the UK economy against the draft EU Data Protection Regulation in a ministerial roundtable meeting. The DMA presented Representatives from the DMA, the Advertising Association, the Internet Advertising Bureau, the IPA and ISBA attended the meeting.

The DMA produced guidelines for contact centres to help them identify and deal with vulnerable consumers. This voluntary initiative is the first of its kind and was recognised in the Prime Minister's challenge on dementia progress report. 

OgilvyOne UK picked up the Grand Prix at the 2012 DMA Awards for its travelling gnome campaign. The winners were announced at a sell-out awards night at London's Old Billingsgate. 

You can find read the press releases in full on the DMA Press Centre page  

Posted by

Smarayda Christoforou

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