The Direct Marketing Association is set to restructure the DMA board after a review that began earlier this year. As a result, the current board will step down in November to be replaced by a new smaller executive board, which will take overall responsibility for the administration and operation of the Association.David Metcalfe, the vice chair of the DM board, said: "The DMA is a growing and successful organisation but the market is changing. As a result our structure, vision, operational speed,
"Many in Ad Industry Aren't Waiting for the Games to End to Get Back to Business...". I have to confess, I'm still trying to find my place in the 2008 Olympic Games. In one sense, I can't believe that, at the end of the day, I'm just another spectator on 08-08-08-8:08 -- the exact starting time of the Summer Olympics. Yes, I have tickets to some cool events -- basketball (U.S. vs. China, a really hot ticket), beach volleyball, athletics and soccer. [Ed note: One of our other bloggers has only been able to score tickets for Croatian handball so far; he'll tell you about that later.]
When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior. Common marketing practice, Mr. Mandel said, has long been about using blunt instruments to reach one's most desired consumers.
One of the key influences behind the decreasing volumes in DM is a growing awareness that businesses need to be delivering timely and relevant marketing communications to consumers. Fail to do this, and they risk losing the impact of their message and ultimately, the customers themselves. The true shift for the industry will be in refining the method of targeting -- narrowing methods down further to get a much sharper level of relevance, ensuring clients will achieve higher response rates and a greater ROI. Our industry needs to recognise that the future of marketing will be focused ...
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The Direct Marketing Association is set to restructure the DMA board after a review that began earlier this year. As a result, the current board will step down in November to be replaced by a new smaller executive board, which will take overall responsibility for the administration and operation of the Association.David Metcalfe, the vice chair of the DM board, said: "The DMA is a growing and successful organisation but the market is changing. As a result our structure, vision, operational speed, 
"Many in Ad Industry Aren't Waiting for the Games to End to Get Back to Business...". I have to confess, I'm still trying to find my place in the 2008 Olympic Games. In one sense, I can't believe that, at the end of the day, I'm just another spectator on 08-08-08-8:08 -- the exact starting time of the Summer Olympics. Yes, I have tickets to some cool events -- basketball (U.S. vs. China, a really hot ticket), beach volleyball, athletics and soccer. [Ed note: One of our other bloggers has only been able to score tickets for Croatian handball so far; he'll tell you about that later.] 
When he was one of the industry's top media-buying executives, Jon Mandel needed the equivalent of a rifle to target consumers, but all he had was a bazooka. Now he's gone from pressing the industry for better data to measure the effectiveness of commercials to building the rifle himself. As CEO of Nielsen Connect, he's charged with finding a way to move the industry away from traditional demographic-based media plans in favor of those that more directly influence consumer behavior. Common marketing practice, Mr. Mandel said, has long been about using blunt instruments to reach one's most desired consumers. 1.jpg){kind=small}
One of the key influences behind the decreasing volumes in DM is a growing awareness that businesses need to be delivering timely and relevant marketing communications to consumers. Fail to do this, and they risk losing the impact of their message and ultimately, the customers themselves. The true shift for the industry will be in refining the method of targeting -- narrowing methods down further to get a much sharper level of relevance, ensuring clients will achieve higher response rates and a greater ROI. Our industry needs to recognise that the future of marketing will be focused ...
