DMA Rebrands: Now Data & Marketing Association

Founded in 1917, it would become known as the Direct Mail Marketing Association (DMMA) before changing its name in the 1980’s to the Direct Marketing Association.
Now the DMA has rebranded itself again.

From an announcement October 27, 2016:

As the role of data explodes in marketing and advertising, DMA announced that it is rebranding and repositioning to become the Data & Marketing Association. The announcement comes on the eve of DMA’s 100th anniversary, and ushers in a year-long brand relaunch leading up to DMA’s 2017 &THEN global conference in New Orleans, La., Oct. 8-11, 2017. Building upon member feedback and market analysis, DMA’s Board of Directors, Leadership Team and branding experts from OgilvyOne Worldwide collaborated on the new name and branding.

“This is a fascinating time for the advertising and marketing industry, as the ability to leverage the power and insights of data has become ubiquitous to companies large and small,” said Tom Benton, DMA’s CEO. “These steps reaffirm that DMA represents the entire marketing ecosystem of brand marketers, agencies, media companies, data companies and tech companies and is uniquely positioned to protect marketers’ ability to responsibly access, exchange and refine data to improve lives and to grow the U.S. economy. DMA’s new Board and Officers represent the pinnacle of the marketing ecosystem and are a remarkable group of leaders to guide the industry and the new DMA.”

DMA also announced the election of new officers and Board members whose terms began at the conclusion of &THEN last week in Los Angeles. DMA’s new Chairman of the Board is Michael McLaren, Executive Global Group Director at Merkle, a successful, proven, and dynamic business leader who has held a variety of global executive roles in the U.S., Australia, Singapore, and Japan. Elected to the role of Vice Chairman is Jennifer Barrett Glasgow, Global Privacy Officer Emeritus at Acxiom, and one of the foremost experts on data use and privacy.

“I am excited to be taking on the role of Chairman of DMA at such a critical time for our industry,” said McLaren. “All our constituent audiences are wrestling with the forces of transformation that are sweeping through the marketing landscape. DMA is uniquely positioned to help them navigate this environment; by outlining new data standards and approaches, spotlighting exciting new innovations, sharing best practices around emerging technologies and data integration and creating the framework for a bright future of responsible, data driven marketing.”

DMA also elected a new Board Secretary and Board Treasurer:

Secretary: Steve Wagner, Group President – Marketing Services, Experian

Treasurer: Steve Froehlich, Senior Vice President, National Direct Marketing, ALSAC/St. Jude Children’s Research Hospital

Three new data and marketing industry executives were elected to the DMA Board:

Kevin Akeroyd, CEO, Cision

Luci Rainey, Senior Vice President, Consumer Marketing, Comcast

Cory Treffiletti, Vice President of Marketing and Partner Solutions, Oracle Data Cloud

“The Data & Marketing Association is a powerful community that is comprised of thousands of data scientists, data technologists, data-inspired designers, creative experts and data-driven marketers, all of whom focus on making lives better by identifying and fulfilling customers’ needs and interests,” said Benton. “DMA is, as it has always been, the association ensuring good outcomes for all stakeholders – our brands, our societies, and most importantly, the consumer.”

Founded in 1917, the Data & Marketing Association (DMA) is the community that champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership is made up of today’s leading tech and data innovators, brand marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem – from demand side to supply side – DMA is uniquely positioned to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.