DMA members vote for merger with IMM, ASOM

It's a move that's been on the cards for years - and the time has never been more appropriate. A window of opportunity now exists to create one marketing mouth-piece that is representative of all disciplines and methodologies. And some would argue that a merger has become inevitable, indeed essential, if we are ever to have a united voice for marketing in South Africa.

At their annual general meeting last week, members of the Direct Marketing Association (DMA) returned a unanimous approval to negotiate, conclude and implement the merger with the Institute for Marketing Management (IMM) and the Association of Marketers (ASOM).

ASOM has already obtained an identical mandate, and it's now all eyes on the IMM as they approach their members for approval during July. If they return a similar verdict, then it's likely that the three organisations could merge in the last quarter of 2002.

"The potential benefits of the merger are impressive," says Davy Ivins, executive director of the DMA. "A new body would mean a new infrastructure, the sharing of resources; and overall costs would reduce due to a unified strategy. Duplication of services could be avoided through capitalising on inherent synergies and strengths in some areas, and rationalising on overlapping operational areas in others. The result? A stronger, more focussed organisation."

"It would also mean a single, more powerful lobbying force to be reckoned with. From an advocacy point of view, a united voice in lobbying efforts is far more effective than many smaller groups clamouring for attention," he added.

Opportunities for networking and exposure would increase. The pooling of resources, services, data banks and customer lists would mean that members have access to an increased range of good-quality suppliers. Suppliers in turn would have a guaranteed funnelling of good leads. The spin-offs could even affect the transaction process, as data-mining becomes more streamlined and efficient.

Clearly a new body would need to give focussed attention to specialist groups, enabling members with specific interest areas to retain a voice in the regulation of their industry. Members would also have extra access to a broad band of specialist marketing training programmes, able to immediately share best practices, marketing trends, progressive ideas and international methodologies. Discounts, special deals, loyalty programmes - the list of potential opportunities is endless.

All three of the Associations bring strong branding to the new body, not just through their individual corporate identities, but also through award ceremonies like the Loeries, Assegais and the IMM Marketer of the Year. Certainly these events would continue, although the behind the scenes management function would be integrated.

Ivins is quick to point out that the DMA will retain its branding within the integrated organisation, and continue its strong relations with IFDMA (the International Federation of DMA's) and some 32 national direct marketing associations around the world. "Direct Marketing is now an accepted component of the mainstream marketing and communications mix," he said, adding that the DMA will ensure the long-term relevance of the new organisation to direct marketing as it is increasingly integrated with other marketing disciplines.

Whether the merger becomes a reality this year remains to be seen. But what is becoming increasingly evident is that an incorporated industry body has the very real potential to become more streamlined, more forward thinking and responsive, - in short, a best practice orientated organisation.

In shedding its differences, overcoming duplication, in capitalising on synergies and commonalities, this merger could create a powerful newcomer which may live to serve business in surprising new ways.

In the meantime, though, - it would appear that it's simply business as usual!