LONDON (Brand Republic) - Direct marketing industry body the DMA is understood in merger talks with mobile marketing organisation Wireless Marketing Association in a bid to stop nuisance text messaging.
The DMA already has a position on the WMA board and is thought to be the keener partner for a merger. WMA, which was formed in October by mobile marketing services companies, is thought to prefer a formal link over a merger. It is looking to build a database of consumers for mobile marketing initiatives and may share this with the DMA.
Last week, the WMA published a code of conduct for wireless marketing in agreement with three of the UK鈥檚 four network operators -- Orange, Vodafone and BT Cellnet. It has also appointed Edinburgh agency Summerstreet to create a 鈥渒itemark鈥 stamp of approval as a logo for the association.