As Direct Response Returns to Growth, IWCO Expands Creative and Analytics Practices

Despite general declines, health care, cable and nonprofit sectors were up last year

Direct marketing cannot exist in a silo within other marketing channels if overall marketing ROI is to be realized, said IWCO's Mike Parker. Katleho Seisa/Getty Images

Although IWCO Direct has made three key hires in the past few months, the company doesn’t consider itself in the middle of a hiring spree. Instead, the Minnesota-based company sees itself as responding to the fitful gains and losses in the direct marketing sector over the past year, while simultaneously anticipating greater client demand.

@davidakaplan David is Adweek's Performance Marketing Editor and interim Brand Marketing Editor.