The move comes one year on from DM's so-called 'summer of discontent' when the industry came under sustained media criticism after a postman was suspended for telling people how to opt out of door drops.
The heads of the associations met earlier this summer, coordinated by agency WWAV Rapp Collins, and agreed to work together. The Advertising Association, a federation of UK marketing bodies, is facilitating the initiative.
James Kelly, managing director of the DMA, said the group had a "long-term goal" of improving DM's reputation. "You don't change media and consumer perceptions overnight," he said.
But the divergent policies on direct mail opt-in held by the DMA and the IPA could threaten any cooperation between the two bodies. The DMA, which represents clients, suppliers and agencies, is keen to preserve opt-out to protect the commercial interests of its members.
The IPA, on the other hand, has promoted opt-in through its charter since 2004, believing that blanket mailings are a major cause of the DM industry's negative image. "PR is not an end in itself - we've got to get the product right," said Hamish Pringle, director general of the IPA. "Cold mailing has a negative impact on direct marketing and on the advertising business because 'junk mail' is a widely used term." Pringle said he hoped the AA, "the pinnacle trade body in the marketing industry," could resolve the issue.
The DMA says it is increasing its own PR activity, pledging to spend "a six figure sum" on PR over the next year.
.jpg)
.jpg)