Laughlin Consultancy works with the Institute of Direct & Digital Marketing (IDM) to provide training and marking services. Through this relationship and Paul Laughlin’s experience of leading customer insight teams and advising marketing leaders, we have seen the difference that the IDM has made to improving the standards of direct marketers in our industry.

Experience in leading database marketing functions has also shown the benefits of the DMA in setting best practice standards. So, Laughlin Consultancy welcomes the news that the IDM & DMA are merging, whilst continuing to operate under both brands.

The press releases from the IDM and the DMA make clear that this should bring benefits in pooling resources and spreading best practice through both corporate memberships and individual qualifications. We look forward to continuing to work with the combined charities:


In addition to building digital and data-driven marketing skills and confidence, a professional qualification permanently changes the way you are perceived by current and future employers.

DMA – Data & Marketing Association | DMA

Data & Marketing Association Regional Manager – West and Wales