These are multiple challenges, but what should the DMA's priorities be over these two years? The biggest issues we have to tackle can be encompassed by the three "Es" - environment engagement and expertise.
On the environment, the DMA will continue to lead the industry in its responsible producer initiatives, not just in encouraging recycling but by the accreditation of environmentally friendly marketing processes and better targeting techniques. We must not become the whipping boy of Government and consumer bodies because of any lack of clarity on our environmental impact and because we are seen to be doing nothing in an increasingly green-aware world.
Engagement covers the vital work by members within the association's committees and working parties and improving the way consumers feel about what we do. Six out of 10 people buy something each year because of direct marketing, but many of them would say they hate "junk mail". We need to counter the "junk" tag with proof that relevant direct marketing provides value and choice.
Expertise: our members have a lot of marketing expertise which needs to be translated into best practice for those inside and outside the DMA membership to follow. We must also support expertise transfer through practical learning opportunities.
Thanks to retiring chairman, Charles Ping, and a committed board and secretariat, we have work underway in all the key areas, so "Mission Impossible" seems less daunting.