DMA News June 2009

DMA news for June 2009.


The DMA News is updated monthly to bring you up to speed on the latest developments at the Direct Marketing Association.


Please check back often so that you don't miss out!

New report teaches marketing and finance to 'speak in same language'


The DMA has launched a new report which promises to pave the way to improving communication between companies' finance and marketing departments.


The report, Return on Ideas: Better results from finance and marketing working together, is the brainchild of the DMA, the Chartered Institute of Management Accountants and The Chartered Institute of Marketing.


Authored by Professor Robert Shaw of Cass Business School, Return on Ideas outlines his innovative 'Infinity Model', a practical framework developed to enable marketers and accountants assess and communicate the impact of marketing activities to the bottom line.


The DMA initiated the report to address the perennial issue of accurately assessing the financial value of marketing departments to corporations.


Professor Shaw surveyed more than 100 organisations in seeking to understand where marketers succeed and fail in working with their finance business partners.


He also researched current academic measurement theories that are commonly used by accounting firms, consultants and marketing service firms. The outcome of this candid research led to Professor Shaw's development of the Infinity Model.
Robert Keitch, the DMA's Director of Media Channel Development, says that Return on Ideas will provide marketers and accountants with a "clear means of understanding one another".


The report can be downloaded for free from the Agencies Council section on the DMA's website: www.dma.org.uk



New Chair elected to DMA's Agencies Councils


Shaun Bailey has been named as the new Chair of the DMA's Agencies Council. Shaun was elected by the Council following the departure of former Chair Chris Arnold, who stepped down in March after four year's service.


John Hiney, managing director of Carlson Marketing, has been elected as the Council's new Vice Chair. Both Shaun and John will serve a three-year term.


The DMA's Agencies Council serves DMA's agency and agency client members through providing thought leadership on a broad range of issues affecting the industry to improve the working relationships between agencies, suppliers and clients.


Currently, the Agencies Council is focused on developing best practice guidelines for a number of areas, including helping agencies to understand intellectual property rights to protect their ideas, and refining the pitch process to make it fairer for both agency and client alike, as well as taking suppliers into consideration.


Shaun, who is also the managing director of direct response and creative agency Jacob Bailey, says that he will use his time as the head of the Agencies Council to ensure that it is equipped to help guide the DMA's agency members to deal with the future challenges of the industry.



That's all for now, see you next month.