The face of the direct marketing industry is “changing”, the Direct Marketing Association (DMA) has said.

David Metcalfe, vice chair of the organisation, said the sector is set to undergo some changes as the DMA itself experiences structural alterations.

Under new plans, the DMA’s existing board is expected to stand down in November, when it will be replaced by a new smaller group which will have responsibility for the administration and general operation of the body.

The new board will include members of the DMA’s advisory council which is tasked with co-ordinating groups to deal with issues relating to the direct marketing sector at large.

“The market is changing,” Mr Metcalfe said. “The pace of change fuelled by new technology and the need to inform, protect and educate means a shift in our operation.”

“As a result, our structure, vision, operational speed, internal structures and member services are being reviewed.”

The DMA has come under fire from industry figures in recent times for not keeping up with the rapidly evolving landscape within the marketing sector.

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