Gauteng Business News

Send  Share  RSS  Twitter  02 Jun 2010

MEDIA: OPA Changes to the Digital Media and Marketing Assocation


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To ensure that it remains relevant to and representative of South Africa’s dynamic digital marketplace, the Online Publishers Association has continually evolved in line with both global and local industry trends. This evolution has previously included broadening the association’s scope and member base and has now culminated in a new name which is more representative of the marketplace and where it is going.

The Digital Media and Marketing Association (DMMA) will focus on promoting engagement and facilitating growth between all key players in the South African digital industry including online and mobile publishers, advertising and media agencies, and digital development agencies.

‘These parties are all key to the future of the South African digital industry. Only when all parties are engaged can the industry at large develop and grow into its full potential’ says DMMA chairperson, Adrian Hewlett.

Hewlett adds that, ‘The move to incorporate smaller publishers and creative agencies a couple of years ago not only grew OPA membership substantially, importantly it also fuelled significant positive development within the industry. It promoted dialogue between mutually dependent parties who previously had not formally engaged and it benefitted the industry enormously as it nurtured a greater understanding and awareness of the digital medium. Incorporating digital development agencies will fuel this positive growth even further.’

‘The Digital Media and Marketing Association is now equally representative of publishers, media and creative agencies as well as digital development agencies’.

Hewlett is quick to point out that the broader reach of the organisation does not mean that the focus will be taken away from the online publishers, rather he states; ‘Together with our new partners, The Digital Media and Marketing Association has the potential to grow into a much bigger and more powerful body that can aggressively drive growth of a digital industry that benefits all parties’.

With the change in scope, the organisation now introduces a new executive structure with two advertising agency portfolios as well as a new membership model that caters for all players within the digital space, each elevated to the same level of importance as the online publishers.

Pete Case, the hugely respected digital Creative Director of Gloo, has been appointed to the DMMA Executive Committee as Head of Agencies – Creative. Case will work closely alongside Ben Wagner who now holds the position of Head of Agencies – Business.

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