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DMA and IDM merge to create new group

​The two leading industry bodies in the one to one marketing industry, the DMA and the IDM, have come together under a newly formed group to promote the highest standards and professionalism in one to one marketing

Headed up by group CEO, Chris Combemale, the merged organisation will become the largest marketing trade body and provider of specialist qualifications in Europe serving a £14.2 billion industry with a workforce of over 530,000.

Read the FAQ here.

The combined business is on a mission to create a stronger profession by helping every company and every individual member to be better at what they do. It will focus on protecting and growing the one to one marketing industry, inspiring the best talent through advocating best practice, innovation and excellence as well as providing the highest quality training and qualifications available to organisations and individuals.

Julia Porter, chair of the DMA, comments:

“The recently launched DMA Code and Guides establish a modern framework for responsible marketing in our profession. IDM training provides the skill sets and knowledge needed for practitioners to succeed. They are two halves of a shared mission that will be better achieved together.”

Melanie Howard and Caroline Worboys, co-chairs of the IDM, comment:

“The newly created group is committed to continuing the purpose for which the IDM was established, namely supporting, attracting and developing talented people into the one to one marketing industry. We believe that the value of the IDM brand, the importance of reputable qualifications to the industry and our role in attracting high quality talent to the industry will be expanded in a shared future.”

The DMA and the IDM will continue to operate as separate brands. The DMA’s corporate memberships and the IDM’s individual membership will remain in force. IDM remains a brand that helps individuals become better at what they do through training and qualifications and continuous professional development while the DMA brand helps companies to have a better business. Over the coming months the Group will explore synergies to enhance the value and experience for all members.

In addition to Chris Combemale’s appointment as group CEO, Ken Goulding has been appointed group finance director. Jane Cave has been appointed as managing director of the IDM and Rachel Aldighieri will be the managing director of the DMA.

The merger will also see the industry’s two main charities, the IDM Trust and the Direct Marketing Foundation, come together. The newly formed trust, a single charitable institution, will provide grants and bursaries to help attract, inspire and educate the most talented young people to enter the profession as well as support issues around fairness to consumers. The trust will continue to distribute ear-marked legacy funds from the co-founder of the IDM, the late Derek Holder, as bursaries to support those who want to enter the profession and gain qualifications and experience.

Editors’ notes

The IDM (Institute of Direct and Digital Marketing) is renowned the world over for its outstanding professional development programmes for direct, data and digital marketers.

It is also a membership organisation, providing knowledge, networking opportunities and a host of member benefits for UK marketers. And, through its ongoing charitable work with higher education, it undertakes major initiatives to identify, educate and help the next generation of marketing talent take their first steps in the profession. For further information:

The DMA is the professional association representing companies working in the UK’s multi-billion pound data-driven marketing industry. Its vision is to create a vibrant future for Britain by putting 1-to-1-to-millions communication at the heart of business, even society: promoting organisation-customer relationships that are genuine, in touch with the individual's needs, inspiring, helpful and mutually beneficial. It provides members with the strongest framework for driving success: unlimited legal advice, political lobbying, business-critical research, educational and networking events, niche tools and resources, the latest and most creative thinking and the greatest community of digital and direct marketing experts, leaders, shapers and creators to support and inspire. For further information:

For further information, please contact:

Ed Owen

PR & Content Manager, DMA

tel 020 7291 3324

Juliet Hilditch

Head of Communications, IDM

tel 020 8614 0229

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