Never lose sight of the shop floor

I read “Taking a Step Back” (MW July 31) first with interest and then with surprise, mixed with confusion. Some of the people who chose to “go back to the shop floor” have been running businesses for more than five and in some cases ten years, so how can this one trip be such a revelation?

Field staff in an agency need their senior managers to understand the realities involved in their job. How else do you motivate a rep in the field who spends most of the day driving themselves around central London? However it looked like Alison, who had the luxury of her own driver, failed to grasp this concept.

I also don’t understand why it took an article to get these people to do this. The directors and office staff of Gekko Partners regularly work in the field because we understand it’s vital to understanding and appreciating the work done there.

Field marketing may not be glamorous but it is an industry that accounts for a significant share of overall marketing spend. If we are ever going to be taken seriously, articles such as these need to reflect the reality of field marketing and demonstrate that the people running these businesses have a good understanding of the challenges and opportunities faced – for their staff and clients.

It’s not just “a good idea” to go back to the floor every once in while – it’s a necessity.

Daniel Todaro

Joint managing director

Gekko Partners,

Newbury, Berkshire

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here