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Article: Can charm offensive silence public attack? Given the furore over Brassed Off Britain, the DMA stands accused of failing to mount a PR charm offensive. With many fearing for the future of the industry, is it now time to bin the 'junk mail' tag once and for all?(news analysis)
- Article from:
- Precision Marketing
- Article date:
- June 18, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Amid a barrage of brickbats from BBC consumer show Brassed Off Britain and the national press alike, the besieged DMA (UK) is fighting s rearguard action like never before.
DMA managing director James Kelly, who braved a grilling from a live studio audience as 'junk mail' was officially named BBC viewers' most loathed bugbear, is like a general rallying his troops to rescue the direct sector's reputation. After the industry's image and reputation were publicly dragged through the mud on what Kelly branded a "gameshow" series finale (PM last week), just about everyone is vilifying the sector, including consumers, PR companies and brand specialists.
So ...