The IDM has undergone a major rebrand following government approval, seeing the trade body become the Institute of Direct and Digital Marketing.
The new positioning is the first stage of a two-year change programme, approved by the IDM Board and Trustees, that will ensure the Institute continues to be fit to service the professional training and development needs of the next generation of marketers.
The IDM was the first ever awarding body for an internationally recognised Diploma in Direct Marketing and, in 2005 was the first to develop professional Certificate and Diploma in Digital Marketing.
Currently, 60% of IDM business is digital and just last month, the Institute launched its newest qualification, the IDM Award in Data Management, with an exclusively online study option.
IDM Managing Director, Derek Holder said: “In the face of today’s rapidly changing environment, every business needs to constantly redefine its purpose and market relevance. Given the impact of digital technologies on marketing and the fact that the IDM business model itself has changed dramatically over the last five years, it’s imperative that the Institute evolves to reflect the new values and priorities of the marketing profession it serves.”
The change programme sees a new brand identity for the IDM, a new website, two new, state-of-the-art, South West London training suites and three new, senior marketer appointments to the IDM Board: Ewan Carpenter, Global Digital Marketing Director of Glaxo SmithKline; Lawrence Mitchell, Marketing Director of Reed Business Information and Shane Redding, experienced independent consultant and Director of Think Direct.
Lawrence Mitchell added: “As a leading authority of digital and direct marketing, the IDM has always played a key role in supporting marketers through change. I’m pleased to be working closely with the Institute as it continues to develop marketers with the knowledge and skills to help them operate effectively in today’s economy. The focus, as always, will be on what’s important for marketers to learn today that’s going to have an impact tomorrow”
Shane Redding added: “The IDM is a very fresh organisation and is constantly reinventing itself. I think this rebrand is one such expression of how it embraces change wholeheartedly and is always looking to the future, while building on past success.”
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