The Direct Marketing Association (DMA) UK and the Institute of Sales Promotion (ISP) have announced plans to work together on a range of projects that strengthen and promote the highest self-regulatory standards and best practice across the promotional marketing industry.
The collaboration was initiated as both organisations recognise the close relationship and synergy that exists between their individual goals and objectives and their members’ needs. The move also demonstrates the potential for a federation-style approach by trade bodies to successfully represent and service the needs of the marketing industry as a whole.
The first stage of the agreement will see the DMA endorse the ISP’s Certificate in Promotional Marketing and the ISP Diploma programme, including the development of dm content and joint marketing activities. The discounted ISP member price will now also be made available to all DMA members.
As an increasing number of agencies seek to provide a fully integrated range of marketing services, the relationship will help the DMA deliver on its commitment to continually improve skill levels and training opportunities within dm related disciplines, whilst furthering the ISP’s desire to promote the professionalism and effectiveness of sales promotion. It will also extend the ISP’s reach into the regions, with the support of the newly formed DMA regional offices covering the North, West and Scotland.
Edwin Mutton, Director-General of the ISP, said: “We are delighted that the DMA has seen merit in supporting our Certificate and Diploma programmes, which have seen thousands of agency staff further their education and develop key skills for a successful marketing career over the past 15 years. We also look forward to working together on other initiatives that increase the benefits each organisation can provide its membership and the wider industry.”
James Kelly, DMA Managing Director, said: “The DMA has actively sought to work with like-minded organisations on joint products and services that provide added benefits to our membership and help raise industry standards. It makes sense to share resources and work together on those activities that extend reach and representation into areas that overlap. We believe this should set an example of how different marketing bodies can work together on behalf of their individual membership and the wider marketing industry.”
The DMA and ISP are continuing discussions around other collaborative ventures, including providing DMA members with access to the ISP’s discounted legal advice service for SP specific and copy-related issues. This will complement the free legal advice service already provided by the DMA.
