Judging by his letter, Daniel Todaro (MW August 14) has completely missed the point of Steve Hemsley’s article “Taking a Step Back” (MW July 31). The article was designed to demonstrate what can be learnt from taking time out “in the field”. As far as LoewyBe – and probably the other field marketing agencies included – is concerned, it wasn’t a one-trip revelation. We go back to the floor on a regular basis and view it as a vital part of running a successful business. No matter how often you go into the field, something new can always be learnt, as Louise Dyer found.
As far as understanding the challenges faced by our staff and clients, we actively encourage our clients to get out of their offices too – the entire Jordans Cereals marketing team recently undertook a day’s sampling activity on their roadshow bus, which is currently touring supermarkets across the country.