The Direct Marketing Association (DMA) will not be hosting its All for One Summit this year due to changing interests within the direct marking community, said David Evans, the DMA’s SVP of content and experience.
A replacement event for All for One is in the works, but the DMA is not yet releasing that information, Evans said. Evans did not specify if this would be a one-time change, or if the event would be brought back in its current form in the future.
Last year, the All for One Summit was held at the Hilton New York, June 20-21. Presenting companies included E*Trade Financial Corporation, Coca Cola, DirectTV, Condé Nast and Mitsubishi Electric. The event focused partly on the idea that companies can implement digital marketing strategies to deliver measurable campaigns.
Evans, who was named SVP at the DMA in December, said that as soon as he started his job he was told “to take a hard look and really reinvent it for the changing marketplace and the changing community overall.” That meant focusing on other means of networking, he said, such as digital conferences or more focused, small-group meetings among agencies that may not want a traditional conference environment.
Larry Kimmel, CEO of the DMA, said that the fact that the All for One event is not happening this year should not be viewed as a decrease in the popularity of these types of conferences. “The DMA annual was larger this year and was larger than the year before,” he said. “We have found that executives and professionals at all levels hunger for interaction.”
DMA purchased the event, originally titled DM Days, from DMD Conferences LLC, New York, in March 2003. This year would have marked All for One’s 47th annual conference.