IDEA has shelved plans to expand the membership base of the organisation, according to new CEO, Katherine Singson.
When PICA/IDEA president Dave Marshall realised his vision of a change of name and constitution of the old PICA organisation on November 22 last year, a change of structure was also outlined, with a hierarchy of membership categories, ranging from:
– A group of senior imaging and CE distributor company executives from big distributors to Australia and New Zealand. (This small group would retain majority voting rights over the other divisions);
– Professional division (pro gear distributors);
– Consumer division (smaller ‘second tier’ consumer photo distributors);
– Associate Distributor division (staff of the above divisions);
– Retail Executive division (senior retail executives);
– Retail General division (all other retail staff);
– Enthusiast division (enthusiast consumers);
– Enthusiast’s pets and trade journalists’ division (just making sure you are paying attention – but the rest of this information is from a PICA document titled ‘Vision 2011’!).
‘Definitely the constitution was written with long-term flexibility in mind, and the provision for sub-groups was made along similar lines to that of other industry organisations as reviewed by the executive,’ said Ms Singson.
‘[IDEA] have not progressed on expanding the groupings at this point, but it’s nice the potential exists for if and when this makes sense.’
She added that IDEA was ‘always seeking to encourage CE distributors with an interest in imaging to be part of our association.’
– Indeed, one of the major reasons argued for making major changes to the organisation formerly know as PICA was to recruit up to eight big CE companies into the fold. This has not as yet occurred.
Katherine Singson floated the idea of a marketing sub-group for the annual photo industry show: ‘An interesting example of a sub-group might be, for example, to bring together a marketing advisory board, especially as we work towards the next Digital Show. It’s truly an industry-wide event and requires much advanced coordination and teamwork.’
She disagreed that the now-shelved structure outlined above would have been overly hierarchical: ‘From what I understand, the idea we were going for is that to really move/impact an industry, you need to engage everyone.
‘As we both know, there’s a whole eco-system that keeps our industry interesting and growing. I also think there’s heaps of talent at all levels of an organisation regardless of their size and it’d be great to engage these players appropriately when the time is right,’ she said.
Meanwhile, the IDEA executive team has been reduced by two, with Jerrel Dulay (editorial, web, social media) and Judd Ferguson (exhibition space sales) having completed their contracts and left the Association. Ms Singson and Eve Philips (adminstrative manager) remain, with Paul Curtis having handed over the CEO’s role to Ms Singson but staying on in an advisory capacity in the short term.