Managing Director, Powerforce
I believe it’s really important to be authentic, demonstrate empathy and to have integrity. In a service based business, personal relationships are key to building business and leading a strong, independent team who share similar values.
How do you keep at the top of your game in this industry?
Reading the press and networking keeps me relevant. I’m also naturally inquisitive and have a huge appetite to learn, so I will follow up ideas to see if they are pertinent to our services. I hate being sold to by a sales person who really has no idea of my business needs, so research and appropriate targeting are both time and face saving. I’m also a big believer in going back to the floor and working in the field with the teams. You’re never too old to learn a new trick or two.
How do you react to a challenging brief?
I never think that I have all the answers, so we reach out to our colleagues both here and abroad. With our worldwide relationships with Advantage Smollan & WPP we have a huge resource to call upon to support us. It has opened up a whole new world of sales and marketing solutions experts who are always willing to help.
What has been business highlight of the last year or two?
That was definitely the M&S Taste of Christmas Festival in 2014. This was the largest ever instore field marketing activation where we employed and trained 1086 additional event staff to cover 516 venues simultaneously for 5 days and distributed over 9 million samples, all at very short notice. It was exhausting but exhilarating and I’m proud to have played my part by working a table in the flagship Marble Arch store on launch day!
What is on the horizon at work in the next 12 months?
More European partnerships!
Why is it important for this industry to show off its best practitioners?
Field Marketing has come a long way over the last 10 years and it’s important that we showcase the high quality of what we actually do, and the extraordinary results we achieve on behalf of our clients.
How has being a (multiple) award winner benefitted you/ your agency?
In our formative years, this was hugely important for us to introduce ourselves and promote our areas of expertise to a wider audience. By consistently winning awards each year we have re-enforced the breadth and value of our field marketing solutions to both existing and prospective customers.