Déformation professionelle - Professional diseases in advertising and marketing
Axel Eckstein, Executive Creative Director at Leo Burnett Switzerland, writes in Werbewoche about pathology in advertising and marketing. In the fifth episode: margin inflammation (gastritis profit).
Marginitis occurs when a company's protective profit cushion, especially that of an agency, is under attack.
Course
The profit cushion normally consists of one third each of project fees, flat fees and commissions. Inflammations usually begin in the commission layer, which briefly becomes success-based and eventually dissolves completely. Gradually - sometimes over years - cost discussions corrode the other layers as well.
Forms
The most important forms of disease are chronic. Nicotine and alcohol can play a role here, because the long-term loss of corresponding advertising budgets tears sensitive holes. Far more frequently, however, margin inflammation occurs as an autoimmune disease, the pathogenesis of which has not yet been fully clarified: The natural defense system, which normally fights hostile costs such as free coffee and freelancers, forms antibodies against its own principles. Free pitch presentations are the result.
Diagnosis
The only reliable method of analysis is the margin mirroring method. For this purpose, a dedicated line is laid from the corporate center to the branch office. This procedure is not painful and the initial gag reflex quickly subsides. The CFO can now view the cash flow in the new business pipeline in detail on a screen, right up to the top of the production organs.
Published so far:
Success strabismus (strabismus successus)
Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)
