The move follows a strategic review, by PA Consulting Group, which has concluded that the association’s main decision making board should be split into two halves.
An executive board, cut by an estimated 20 members, will be responsible for the day-to-day running of the association and an advisory board, of 25 elected seats, will develop policy and strategy.
The new executive board, which comes into effect in November, will have nine core members – a chair, a deputy chair, five client or supplier members and two regional representatives.
Rosemary Smith, chair of the DMA, said: "There were over 30 members on the executive board. This was clearly very big and it was making decision making difficult."
The DMA has in the past faced criticism for attempting to represent too many varied interests. The board has members from every direct sector, including printing, email marketing and data.
"We listen to our members and what is said. The advisory board includes individual councils and these represent each sector so we are fully representing all areas fairly," said Smith.
B to B
DMA slashes executive board by two thirds
LONDON - The Direct Marketing Association (DMA) is to cut its executive board by two thirds in a bid to make decision making "less difficult".
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