It's the ideal time to embrace agencies

Russell Johnston Director of Client Services,

Sales Placement Contract People

Sir; In response to Mark Choueke's excellent article on Manufacturers' views on promotions, (The Grocer, 26 April, p30) I would like to point out that it is little wonder manufacturers struggle to secure a return on their investments when approximately one third of outlets fail to execute promotions.

Yet there seems to be a growing wave of belief that there is increasing goodwill among retailers and manufacturers over the shared handling of promotional activity.

Surely now is the ideal time for suppliers and retailers to embrace specialist field marketing agencies into the promotional planning and execution process. This would enable promotions to take massive strides towards 100% compliance and execution from the very start of the promotional cycle, thereby ensuring the drive for profit, not just volume, is a goal shared by all.