New global ad industry body will aid brands in Asia struggling with data drought, says chair

A newly formed international industry body for data-driven marketers will help companies in Asia that are struggling with a lack of advertising and marketing research and case studies, the body’s chair said today.

The Global DMA was created from the formal coming together of 27 marketing bodies around the world, including a number in four countries in Asia. The entity was announced this week.

The group’s new chair, Jodie Sangster, who is CEO of the Association for Data-driven Marketing and Advertising, or ADMA, in Australia, said that the Global DMA would behave like a network for information sharing for members.

Sangster told Mumbrella: “For companies wanting to move into Asia, it’s hard to find market information that is shareable.”

“There’s so much interest in Asia, but it’s often difficult to know what’s happening in marketing and advertising in the region. We want to highlight where the great work is being done, and where it sits against a global benchmark through a central website,” she said.http://mumbrella.asia/2014/07/dma-global-boss-jodie-sangster/?utm_source=DailyNewsletter&utm_medium=email&utm_campaign=Daily-16-07-2014&utm_content=PostTitle