The working party has been given the task of investigating the reasons why consumers sign up to the service, and will also be looking into the possibilities of selective mail suppression.
As a result of the group's inaugural meeting, the DMA has confirmed that it will carry out research into why consumers sign up. Other members of the group include Jon Cano-Lopez, European group services leader at Acxiom, Suzanne Bates, client partner at Clarity Blue, Tim Drye, managing director of DataTalk and Stephen Boyle, head of marketing services at Reader's Digest.
According to Bates, the time is ripe for a review of the service. "The industry has moved on, and it's a good time to look at any issues that aren't working and get some idea of what needs to change," she said.
Other issues under review include MPS funding and whether the file should be held at an address or a consumer level.
"It's essential that, as well as the business perspective, we also put on the consumer hat to consider what is best for them too," said Cano-Lopez.
However, the cost implications of any changes are being carefully considered.
"As the MPS is funded via industry contributions, any changes would mean extra costs," said Rosemary Smith, deputy chair of the DMA.
_1.jpg)
.jpg)