Originally formed 16 months ago, the partnership works to raise standards of best practice with the marketing data services sector of the direct marketing industry. It came about as a result of the DMA’s and Equifax’s mutual interest in promoting understanding of the power of consumer and business marketing data for direct marketing campaigns.

The five-figure deal will primarily see the two organisations collaborate to promote DataSeal, the first information security standard to be produced specifically for the direct marketing industry. It will also cover  the annual DMA Data Protection Conferences, the 2010 DMA Awards, a data marketing tracking study and regional events.

Robert Keitch, chief of membership & brand for the DMA, says: ‘We are delighted to continue our partnership with Equifax. A number of high-profile instances of data theft, loss and misuse have highlighted the need for organisations to make information security a key element of their risk management strategies. By working with Equifax, we will provide the direct marketing industry with an enhanced set of tools and intellectual resources it needs to manage its data security obligations.’