Urban & Co. were Best of CAMA award show winners for two highly customized and innovative marketing pieces. These were a technological first for the industry and part of a larger initiative to drive marketing excellence through the use of technology. Working with Sherpa Marketing, the Dekalb print on demand guide featured sophisticated customization and efficiencies that resulted in precision targeting, customized offers and waste reduction. A second initiative created variable data inserts targeting specific individuals with marketing messages unique only to them. No two inserts were alike.