SPECIAL REPORT VARIABLE DATA PRINTING -- Methods May Vary

According to Doug Pershing, vice president, Data & Production Services, clients generally have an overall idea of what they want to do. But, there definitely still is a development phase, he says.

Pershing points out that WMSG is in a position to work with clients at all stages of a project, from conception to design/creative and data preparation then on to final output. He agrees that it's important to be respectful of the agency's role and business relationships.