The Wilen Group has been at the leading
edge of digital and personalized communications for nearly four decades.
Launched as a marketing agency with no printing equipment in the early ’70s,
the Wilen Group has evolved to include three separate divisions focused on
direct marketing, printing services, and marketing R&D. Today, the company
is an agile, adaptive innovator in direct marketing strategy and variable data
imaging, personalized direct marketing, advanced mail strategies and
technologies, logistics, and fulfillment.
Wilen emphasizes the power of data and
how it can be used to drive relevant, effective communications that generate
results. For example, by leveraging data to more precisely target integrated
print and digital communications, Wilen can help its clients maximize impact, boost
response rates and sometimes even reduce waste by mailing less.
“We work closely with our clients to
gather, manage, and mine data that will help them make smart decisions
throughout their marketing campaigns,” explained Darrin Wilen, President of the
Wilen Group. The days of blanketing the market with generic communications and
static direct mail are over. Today, each touchpoint speaks directly and
relevantly to the recipient. A very important, and sometimes overlooked,
component of this strategy is metrics—capturing responses and learning from
each campaign what works best. That’s another area where we add value for our
The three Wilen Group divisions include:
New York – a full-service direct marketing agency servicing Fortune 500
companies, applying data to creative strategy across all media channels
Direct – a marketing communications and printing services company that provides
strategy, creative resources, data analysis, state-of-the-art offset and
digital printing, and end-to-end fulfillment
Products – engaged in research and development efforts to create new products
and services involving marketing, advertising, publishing/print, and
From the beginning, Wilen Direct has
relied on a full range of KODAK Solutions, which today include KODAK PROSPER S10 Imprinting Systems, a KODAK PROSPER 5000XL Press, KODAK Plates, as well as earlier KODAK VERSAMARK Printing
Systems. “We’ve had a very long and successful relationship with Kodak, and we
depend on them for a level of quality and innovation that exceeds our clients’
expectations,” Wilen said. Wilen Direct uses the PROSPER S10 Imprinting Systems
to add digital printing capability inline on its offset presses, maximizing the
offset investment and creating a hybrid solution for generating personalized
“For us, reinvention is an ongoing,
never-ending process,” added Wilen. “We expect that every day will bring some
new challenge, and our job is to figure out the best way for our clients to
overcome that challenge. Digital printing is a powerful tool, enabling
personalization at a speed and quality level that continues to improve. Our
KODAK Solutions give us the opportunity to harness the power of big data.
thing that sets us apart from many of our competitors is our approach to
marketing channels. We are committed to being ‘media agnostic,’ which for us
means that we recognize there are times when only digital or only print are the
best approach. Other companies seem to try too hard to always connect back to print,
and that may not be the best solution for a particular campaign. This is an era
of multichannel communications, and our obligation to clients is to identify
the best channel to meet their goals,” noted Wilen.
The company was featured on the cover of
the June issue of Printing Impressions
magazine. The article highlights the company’s emphasis on
the power of data and its commitment to constantly changing to meet the needs
of the market.
“We have made some massive investments over
the past six months,” concluded Wilen. “The money we are spending goes toward new
technology, new capabilities, and the infrastructure to support it, which is
having immediate results and fueling growth.
“The way we are operating today is a far
removal from the process five years ago. We have now realized a true white
paper factory; starting with a blank roll of paper on one end of the press and
finishing with an impactful, data-driven communication on the other end. With
this unique capability, we’re providing our clients with the latest solutions
to deliver relevant communications up to 50 percent faster than before. That’s
the kind of innovation that has defined our success for so long.”
has transformed into a technology company focused on imaging for business.
Kodak serves customers with disruptive technologies and breakthrough solutions
for the product goods packaging, graphic communications and functional printing
industries. The company also offers leading products and services in
Entertainment Imaging and Commercial Films. For additional information on Kodak,
inquiries related to Personalized Imaging and Document Imaging businesses that
have been spun off to Kodak Pension Plan (KPP), contact Andrew Sharkey at firstname.lastname@example.org.