CATEGORY 23: Outstanding contribution
SPONSORED BY
WINNER: Malcolm Whitmarsh
DMA and IDMF
nown throughout the B2B marketing
K
world as the man behind the
International Direct Marketing Fair
(IDMF),Malcolm was involved from the
beginning when the idea was formed.At the
time he was working for Ibis Information
Services,a small direct mail and list operation,
jointly owned by several publishers.
Ibis launched the Direct Marketing Fair in
1980 and joined the Direct Mail Producers’
Association.Malcolm became a member of
the executive committee and began his long
association with the industry.At Ibis Malcolm
was responsible for the Lettershop and Event
division and attracted blue chip B2B clients
such as British Airways and the Department
for Trade and Industry.
The Direct Marketing Fair went from
strength to strength,moving from Kensington to
Wembley,but it was Malcolm who turned it into
the International Direct Marketing Fair and
built contacts with other countries that brought
many exhibitors into the UK and attracted the
attention of Reed.When Ibis sold the
International Direct Marketing Fair to Reed,
Malcolm was the man Reed wanted to keep.
Part of his job was to build an extensive network
of UK and international contacts but he went out
of his way to use his knowledge to help friends
and colleagues throughout the industry.
Commitment to the industry
When the DMA (UK) was formed from four
massive commitment,innovation and energy.” participation from global direct marketers.As
trade associations,Malcolm was one of the
a DMA board member and chairman of the
people whose continuous presence on B2B focus
B2B committee,he passionately supported the
committees smoothed the way and helped with Malcolm has always believed that B2B
protection and promotion of the business.”
continuity.There are some people who make a marketing needs more effort than B2C and has
The B2B Hub is an information portal set
contribution to a trade association for a short gone out of his way to help improve
up by Reed and three partners and again
while,generate publicity for themselves and professionalism across the industry.In the mid
Malcolm was instrumental in its formation.
move on;others who contribute solidly for 90s,Malcolm was one of those instrumental in
several years and then decide they’ve done forming the B2B Committee within the DMA. Going strong
enough;and a rare handful of people who In the late 1990s he took over the Malcolm retired in December 2006 having
contribute quietly and effectively for many chairmanship,persuaded three contemporary remained at the helm of the IDMF for 25
years and continue because they know the peers with complementary experience to join years.In January,he agreed to give the DMA
industry needs that sort of input.Malcolm is the committee,mixed in some younger new B2B committee a couple of days a week to
very much one of this select last group. recruits and formed a committee that became progress a major project involving a host of
Vic Godding,chair of the DMA B2B much more effective.That he was able to effect trade associations.It helps that he knows
committee and managing director of Developing such a radical transformation with relative ease many of the players involved and has the time.
Data,comments,“I have known Malcolm is an indication of the respect accorded to him But for him to give that time,when his only
Whitmarsh for many years as both a friend and not only from within his peer group,but also reward is the satisfaction of seeing something
business associate.We first met in 1983 at a from younger friends and colleagues. that he was involved in from the start come to
then small ‘marketing fair’held in Kensington. Rosemary Smith,chair of the DMA and MD fruition – no industry profile to capitalise on,
Working closely with Malcolm on DMA of RSA Direct,says,“Malcolm’s personal no company paying him to do it – is
business,it quickly became clear that he was not contribution to the continuing success of direct remarkable.It is simply the measure of the man
just ‘Mr International Direct Marketing Fair’ marketing is immense.He made the IDMF the who has given so much back to the industry
but that he fully supported and promoted all focal point of the DM calendar and,as a over 25 years and is still very willing to do so
facets of DM in a wholly professional way with personal ambassador,achieved significant after his official retirement.
40
For more information on the winners, go to www.b2bm.biz/awards
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44