The DMA and ISP will jointly work on projects and give some member benefits to each other's members. The move will see the DMA endorse the ISP's Certificate in Promotional Marketing and diploma programme, helping it to deliver its goal of improving skill levels and training opportunities within direct marketing-related disciplines.
The ISP will benefit from having an extended geographic reach, with the support of new DMA regional offices covering the North and West of England and Scotland.
James Kelly, managing director of the DMA, said: "The DMA has actively sought to work with like-minded organisations on joint products and services that provide added benefits to our membership and help raise industry standards. It makes sense to share resources and work together on those activities that extend reach and representation into areas that overlap."
Earlier this year, the DMA decided not to become part of an umbrella organisation of trade bodies for the marketing and advertising industries. The "big tent" move is being led by the IPA, which is working with the Public Relations Consultants Association and the Marketing Communications Consultants Association.
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