Is legal threat the right DMA message?

As a trade body, what better way to grab the attention of your members than by scaring the bejesus out of them with a spoof legal claim for £50,000?That was what the Direct Marketing Association (DMA) thought when it was wondering how to get agencies interested in a seminar on issues of copyright, trademark and intellectual property.

Letters have been landing on agency doormats claiming to be from a fictitious firm of solicitors called Nornsby & Watkins announcing a hefty damages claim on behalf of artist Sue DeBrand.

Fortunately for the recipients, upon reading a few paragraphs the real purpose of the letter, actually from DMA agency chairman Christopher Arnold, becomes clear.

But the Diary can’t help wondering if he’s secretly hoping for a few cheques from panicky agencies.