Dick Wechsler is president and CEO of Lockard & Wechsler, a full-service direct marketing agency, which has grown from $3 million to $650 million in annual media billings. Early in his career, Wechsler – a member of the DRMA, as well as a past member of the board of directors for the Electronic Retailing Association (ERA) – realized that good creative and the ability to quickly access and analyze data were the keys to successful direct response marketing. Most recently, he’s led an initiative to develop tools and strategies to plan, track and analyze integrated media campaigns that support direct and retail channels and push online campaigns beyond their traditional scalability limits.