The Direct Marketing Association (DMA) has completed the first round of its strategic review which began earlier this year.

The review was conducted for the DMA Board by the PA Consulting Group and indicates that the DMA still has a key role to play over the next five years, but that it needs to continue to evolve to stay relevant to its marketplace and members.

The DMA Board is currently working on a new strategy for the organisation which should be in place before the year's end. The first step will be a restructure of the Board and Executive Committee, comprising a change in the focus, election and composition of both entities.

David Metcalfe, deputy chair of the organisation, commented: "While it is still business as usual we are working closely with the PA consulting group to manage the change. The DMA will emerge with a new strategy, new governance and leadership structures and a realignment of resources to be more proactive and streamlined."