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Direct Mktg Association: India gets new brand identity

24-February-2012
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Direct Mktg Association: India gets new brand identity

Direct Marketing Association (DMA): India has announced its new positioning. The company has donned a new avatar for its move to mainstream direct marketing as an overarching arm of marketing.

The new logo of the company sports a classic contemporary look with vibrant solid colour usage to enhance the position of authority and visibility. It has a speech blurb embedded in the D of DMA to signify its dialogue or communications objective.

The logo also sports a new strapline: ‘Marketing Made Smarter’, which emphasises the new positioning of DMA. The logo has been conceptualised by DMA’s creative agency RAPP.

Speaking about the new positioning, Vatsal Asher, CEO, DMA: India, said, “With direct marketing going digital, it was important to introduce a new positioning and a platform, which resonates with the modern smart methodology of business. We wanted to give it a modern feel without changing the core identity. The new brand identity of DMAI is based on the rebirth of direct marketing in the digital age and communications around it. We found the RAPP approach to be thorough and insightful. Their strategic thinking and drive gives us the confidence to believe that RAPP will be our creative partners in India and we are looking forward to making this convention popular in India with their help.”

Venkat Mallikarjunan, President, Tribal DDB & RAPP, India, added here, “New age direct marketing agencies are taking ahead the good things about direct marketing like the discipline, the performance and ROI focus while not limiting themselves to direct mail as a medium. The re-crafted Direct Marketing agency is now a genuinely new age lead agency with significant skills in new media, new age engagement tools, and new age insight frameworks, as well as, brand thinking. The DMA: India wants to propagate this change and get brand and business leaders in India to take notice. At RAPP, we have been the leading edge of this change across the world and are delighted to be partnering the DMA of India in this endeavour.”

The global convention by Direct Marketing Association: India will be the first ever conclave that will feature global learning in strategic marketing with special focus on direct marketing, including traditional, interactive and futuristic channels; with a participation from over 100 global and Indian companies.

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