Your Partner in Interactive and Direct Marketing

DMASA | Direct Marketing Association

Welcome to the Direct Marketing Association of Southern Africa (DMASA), a Section 21 company dedicated to the protection and development of the Interactive and Direct Marketing (IDM) industry.

The DMASA is a highly proactive leader in this vital, flourishing industry that contributes substantially to South Africa’s economy.    

As such, we adhere to a strong Code of Practice which is fully compliant with all existing laws pertaining to the industry and its practitioners.   We also ensure the protection of consumers through our Hotline, where complaints against DMASA members are resolved timeously.   Further protection is offered through the Do Not Contact facility held by the Association.

Our Centres of Excellence are highly popular, as those who take advantage of the audits have met with the required standards, ensuring any business dealings can be undertaken with confidence.

The acclaimed Assegai Awards recognise brilliance within the industry, with the many entries continuing to showcase the high standard of campaigns delivered by talented agencies.

Benchmark surveys are held to provide much-needed research data on IDM in South Africa, a first within the industry.

Networking opportunities are promoted at informative workshops and events, while monthly newsletters and weekly Newsflashes keep or members up to date with industry developments.

Media partnerships give a voice to the DMASA and its members.  Thought leadership articles and press releases are published; events and workshops receive publicity; and the DMASA is therefore an acknowledged leader within the IDM industry.

Committees comprised of experts from each aspect of the IDM industry meet regularly to discuss developments within their specific discipline.  This ensures an educated overseeing of the principles and practices of IDM in general and of the DMASA in particular. 



The Direct Marketing Association of South Africa (DMASA) is the pre-eminent direct marketing association in South Africa for all interactive and direct marketing disciplines, channels and technologies. The Association is a broad-based, well-funded and responsible organisation that is the direct marketing community's leading:

  • advocate, manager and authority on key public policy issues affecting direct marketers;
  • provider of knowledge, leading-edge interactive and direct marketing intelligence and professional development opportunities; and
  • catalyst for networking and business opportunities within the direct marketing community. 



To create an environment that fosters the responsible growth of interactive and direct marketing in South Africa by:

  • representing the interests of our members on key issues;
  • taking a leadership role in identifying, planning for and reacting to issues affecting direct marketing in South Africa;
  • influencing and shaping policy initiatives which impact interactive and direct marketing, through the education of government, media, special interest groups and the public;
  • establishing and promoting ethical standards of practice for direct marketing and taking an active role in ensuring compliance;
  • promoting integrity and high standards of business conduct among our members in the interests of consumers and each other;
  • being a major source of knowledge, direct marketing intelligence and professional development; and
  • providing opportunities for members to meet, network, exchange information and do business together.



Make compliance work for your brand

10 April 2015
Advertising often revolves around a brand or product’s ‘point of difference’. What is your point of difference? Is it the quality of your product, the speed of your service, your price or some other intangible value add? View

Cannes Lions Festival of Creativity optional packages/deals for attending the festival

09 April 2015
Cannes Lions Festival of Creativity optional packages/deals for attending the festival View

Don't forget to buckle up when travelling over the long weekend!

01 April 2015
The board, management and the staff of the Direct Marketing Association of Southern Africa would like to wish you and your friends and families a safe long weekend. View

Next Events

The Assegai Awards 2015 is going to rock the industry!

20 February 2015
We promised we'd keep you up to date and here is the latest news. View

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Centre of excellence



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