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IDM enlists help of industry for management council

LONDON - The Institute of Direct Marketing has relaunched its Council of Management, involving representatives from across the industry, to help it better understand the training and business needs of direct marketers.

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The council is part of the drive to communicate the IDM's achievements to direct marketers and ensure it meets the needs of the industry. This campaign is being led by recently appointed chairman Simon Hall and managing director Professor Derek Holden.

Council representatives include senior executives from agencies Archibald Ingall Stretton, WWAV Rapp Collins, EHS Brann and OgilvyOne Worldwide. Client-side representatives include companies such as Sainsbury's, Centrica, British Airways, BBC TV Licensing, The Telegraph Group and the NSPCC.

The inaugural meeting of the council management took place at the beginning of this month.

Hall said: "We are delighted to welcome some of the UK's most influential marketers to our Council of Management. Collectively, the council has vast experience across vertical sectors and marketing disciplines. The culmination of this expertise will, without doubt, give the IDM a unique perspective on which it can create some truly leading-edge training solutions."

The institute was put on alert recently following the decision by trade association the DMA to launch a training programme for senior marketers. There are concerns that the line differentiating the two organisations has become blurred and the IDM has challenged the DMA to reconfirm their respective roles.

In a press statement, the institute said: "As a professional institute, the IDM's role is to provide education and training for individual direct marketers, while the DMA's role as a trade association is trade protection through legislation, self-regulation, media negotiation and to enhance the public profile."

The IDM said it is "increasingly concerned the DMA is trying to confuse the industry by foraging into several training initiatives" and that it believes both bodies have "respective and complementary roles and it does not best serve the profession if either one steps outside its proven area of expertise".

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