SPECIAL REPORT VARIABLE DATA PRINTING -- 1-to-1 Drives Campaigns

But before she could attend the next conference on the subject, Rapp Collins secured an assignment for a VDP-driven campaign. So Williamson spent the next six months immersing herself in all aspects of variable data printing.

"I just fell in love with VDP and think it's awesome," Williamson says. "Especially for a marketing agency like ours, it's such an incredible tool. Now I spend about 75 percent of my time working on this."