The Argentinian Association of Direct and Interactive Marketing (AMDIA) is changing its name to Data & Marketing Association Argentina. The rebranding process includes change of logo and institutional image.
“This change responds to the natural evolution caused by the present dynamics of the marketing and communications industry,” comments Marcelo García Cisneros, Chair of the new DMA Argentina. He adds: “The change is in sync with what is occuring in the majority of our sister associations in the rest of the world that have also adapted and undergone similar rebranding processes. In fact, in countries like the UK, France, Italy, the Netherlands, Sweden, Australia, India and Singapore the Data & Marketing associations include the acronym DMA in their names.”
DMA Argentina’s vision aligned with the GDMA’s Global Privacy Principles, published on 12 May 2021. As stated in this declaration, data plays an ever-increasing role in the quest for business growth, innovation and economic progress.
“New technology and the use of personal data represent two tools for living better and being more sustainable” adds García Cisneros. “But benefits for society and the economy can only be derived through the ethical use of data and the generation of trust between consumers and organizations. The privacy guidelines and data protection promote trust and provide a framework for responsible information flows throughout the world. These are goals that DMA Argentina has pursued over the years and are part of our mission: to promote the ethical use of data in order to improve marketing.”
DMA Argentina was created in 1987 under the name AMDA (Argentine Direct Marketing Association). A handful of professionals decided to foment the new practice of direct marketing which were advanced in the USA and Europe. Even from the beginning, DMA Argentina had a Code of Ethics that guided members in the correct use of data.
The original logo was an apple pierced by an arrow – in alusion to William Tell and the characteristic of direct marketing to be efficient and sustainable in targeting. Over time, that logo evolved and included the tagline “Direct to Results” to explain that the setting of quantifiable objectives and the measurement of results were fundamental.
In 1996 the International Federation of Direct Marketing Associations (today GDMA) was constituted, with AMDA as one of the original members. In 2000, with the growth of Internet and digital communications media, AMDA made the first adaptation of its name, becoming AMDIA, to include the word “interactive”, in reference to the new digital components of the discipline.
Later the new name was accompanied by a new logo, which had the appearance of an App to reinforce the positioning of AMDIA clearly in the digital sphere, including mobile marketing. The tagline became “Better Marketing” in order to emphasize that an effective marketing uses these tools, in addition to remaining faithful to the traditional values (targeting, quantifiable objetivos, measurement of results and data ethics and data protection).
DMA Argentina will use in its new logo – inspired in the GDMA logo – with the superscript “Powered by AMDIA” for a the duration of the Brand Transfer period.