Magic and logic: bridging the marketing gap

Argues that marketing departments often fail to engage with (and be valued by) other parts of the organisation because they rely on the creative aspect of their work (the ‘magic’), and do not recognise and optimise their operational skills, which are equally needed (the ‘logic’).

Magic and Logic: Bridging the Marketing Gap

Charles KirchnerMSC Marketing Supply Chain International Ltd

In large brand-led organisations there is typically significant tension between the finance and marketing departments. The finance team frequently ask 'Why doesn't marketing spend their money wisely?' while the marketers will be asking'Why doesn't finance trust us?' Finance is now turning the screw by introducing procurement professionals to apply the rigour of professional purchasing to marketing activities. Marketers are fearful that their opportunity to set the agenda will be further eroded.

At the heart of the issue lies a widespread suspicion that marketers' commercial skills...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands