Asia DMA will operate as an umbrella organisation, led by senior executives in the industry, to promote digital marketing, and has called on industry professionals for support through its website at www.asiadma.com.
Upstream Asia is coordinating the set-up of Asia DMA. Sheila Kennedy, director at Asia DMA, said: "The idea (for Asia DMA) came up when representatives from companies like MSN, Yahoo, Lycos and so on were discussing over drinks the state of the industry and the lack of a representative body in Asia.
You have the 4As, you have the IAB (Internet Advertising Bureau) but there is no voice for the digital marketing sector.
"There is a lot of fragmentation in the industry and this is to bring it all together. But our first step is to gain support and reaction from the industry."
According to Kennedy, the association will promote the industry through events and research, and will lobby governments and brief officials on key issues.
It will also provide industry standards and arbitrate in cases of dispute.
The association lists Douglas Koo, former managing director of M-Digital, among its supporters, as well as DoubleClick and Orbit Media.
"In recruiting marketers, I would say that there has been a lukewarm reception, said Koo. "I guess that is probably because there is some scepticism when marketers look at other associations, such as the 4As, where nothing gets done and think it may be the same here. But it is absolutely necessary to get marketers on board because there is no other association which represents or takes their perspective into consideration."
He added that one of the key roles of Asia DMA will be to act as a government liaison in the region.
"The association will also be able to work closely with governments here and in other countries to set protocols etc.
"It will be able to set standards for the industry and this will be one of the key objectives, added Koo.
