The Direct Marketing Association is exploring ways it can work more closely with the International Association of Privacy Professionals on common issues surrounding marketing and privacy.

In his first speech before the organization's National Summit last week, DMA president John A. Greco stressed the importance of guarding privacy to keep consumer trust.

"Privacy issues are critical for all DMA members," he told the group. "Savvy business marketers make business decisions that include a careful evaluation of privacy impacts. So it's imperative to our business' bottom lines today and tomorrow that we build a bridge of trust and mutually beneficial relationships between marketers and current and prospective consumers and donors.

"We believe this initiative will be an excellent means to move both of our organizations forward in this critical issue at this very critical time," Greco continued.