The DMA represents a fast moving and increasingly competitive industry and has seen a successful 10% growth in membership year on year. As such, the DMA has recognised the need to continually realign itself, to ensure it reflects the diversity of its membership and is able to service their core business needs

Following extensive member research with both client and supplier members, the DMA has identified the three key deliverables that will maximise membership value - Protection, Intelligence and Growth and has implemented a restructure programme around these areas.

The DMA's extensive lobbying efforts, preference services and consumer campaigns now fall under the area of 'Protection'.

It's legal advice, industry research and member communications will offer the 'Intelligence' members need to keep abreast of industry influences and trends.

The area that the DMA is particularly developing as part of the restructure is 'Growth' - the need to deliver continually evolving products and services to help members achieve competitive advantage and gain maximum value from membership.

This will involve the DMA realigning its internal and external operations around seven Strategic Business Programmes: Representation & Lobbying; Preference Services; Best Practice, Governance & Compliance; Market Intelligence; Training & Events; Consumer Campaigns and Member Business Development.

The DMA membership will be divided into Interest Groups, which represent industry sectors, supported by elected Councils who progress initiatives on their behalf. Their main focus will be to continue raising industry standards, whilst also developing new initiatives and activities that are designed to help members build their business.

James Kelly, DMA Managing Director said:

"This is an exciting move for the DMA, as we shape ourselves to deliver stronger and ever more innovative benefits to our growing and widening diversity of members. Whilst we will continue our successful work of lobbying government to help keep restrictive legislation to a minimum, the restructure will enable us to focus resource on developing new business plans and initiatives - all aimed at helping our members develop their individual businesses. Specific local needs will be met with plans to develop DMA North and West in the same way as DMA Scotland, which has proved a highly successful model. Our clear goal in today's challenging economic climate is to deliver membership value."

Subject to approval at the AGM, the reorganisation and realigning of DMA resources - from staff, communications, the Board, and Executive Committee - will commence in December with new Council elections taking place in January 2003, followed by Board elections in April 2003.

Further information about the restructure can be found at www.dma.org.uk/restructure

For more information contact:

Lara Shannon
Account Director
Limelight PR
Phone: 0207 821 9210
Mobile: 07789 776 599
Email: lara@limelightpr.co.uk