Russell Kern is the founder and president of The Kern Organization, a leading West Coast direct marketing agency specializing in creating innovative, high-performance customer acquisition and demand generation campaigns. Backed by a team of nearly 100 seasoned professionals, his company consults, creates, deploys and manages turnkey campaigns for leading marketers. With more than 25 years of B2B and B2C direct marketing experience, Russell is recognized as one of the industry's top strategists, authors and educators. He is a frequent speaker for the DMA, a contributor of articles and columns to a variety of industry publications and author of S.U.R.E.-Fire Direct Response Marketing: Generating Business-to-Business Sales Leads for Bottom-line Success, published by McGraw Hill. Today, Russell shares his expertise built on the knowledge gained from more than 35,000 test observations and the management of more than $250 million in direct marketing investments.