The DMA revamps agency register to gain wider audience

- The Direct Marketing Association has given the DMA Register a new look in a bid to attract a broader audience with the help of a campaign by LVB Draft Worldwide. The DMA Register has been up and running for four years, providing an advisory service for clients wanting to venture into direct marketing. More than 40 agencies are on its books, all members of the DMA. The new look centres around a redesign of the logo, and will be communicated through a trade press campaign, a brochure and a launch at the Direct Marketing Fair this week. Martin Bartle, the PR and communications manager of the DMA, said: "The new look reflects our new, broader, target. Previously, the Register was aimed at a niche audience, and subsequently had huge demands put upon it. More and more big brands are looking for DM agencies now, and it was felt that we needed a snappier design." The press work will not only run in the marketing press, but venture out into more general management titles. It features bold headlines, such as: "Your mate's, brother's, girlfriend's cousin works for an agency. Is that a good enough reason to appoint them?" It goes on to show the logo and contact information. Karyn Lawrie, the account director for the DMA Register at LVB, said: "The old logo had quite a 'comical' feel, and we've replaced it with a more professional image. We're positioning the Register as a specialist alternative to the Advertising Agency Register."

- The Direct Marketing Association has given the DMA Register a new look in a bid to attract a broader audience with the help of a campaign by LVB Draft Worldwide. The DMA Register has been up and running for four years, providing an advisory service for clients wanting to venture into direct marketing. More than 40 agencies are on its books, all members of the DMA. The new look centres around a redesign of the logo, and will be communicated through a trade press campaign, a brochure and a launch at the Direct Marketing Fair this week. Martin Bartle, the PR and communications manager of the DMA, said: "The new look reflects our new, broader, target. Previously, the Register was aimed at a niche audience, and subsequently had huge demands put upon it. More and more big brands are looking for DM agencies now, and it was felt that we needed a snappier design." The press work will not only run in the marketing press, but venture out into more general management titles. It features bold headlines, such as: "Your mate's, brother's, girlfriend's cousin works for an agency. Is that a good enough reason to appoint them?" It goes on to show the logo and contact information. Karyn Lawrie, the account director for the DMA Register at LVB, said: "The old logo had quite a 'comical' feel, and we've replaced it with a more professional image. We're positioning the Register as a specialist alternative to the Advertising Agency Register."



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