Magic
This is the alchemy of marketing and comprises the cerebral skills sets that drive top-line company growth including:
The processes through which these are developed are characteristically reliant on a small number of highly skilled individuals working within a loose organisational structure and workflow.
Conventionally, brand marketers are drawn to Magic tasks and can account for 90% of marketers' and senior agency counterparts' time and energy.
Logic
This is the boiler room of marketing. It is the low visibility part of the process which converts an approved idea into a fully finished piece of communication presented to the target audience.
Unlike Magic, this relies on a series of developed processes where cost, time and efficiency are key and where volume aggregation and effective use of automation make a real difference.
Logic focus is on production, marketing processes and control, activity and cost transparency as well as supplier management and remuneration.
Logic can account for 90% of external marketing costs. Commonly, brand marketers can lack the mindset and functional skills to tackle Logic systematically and effectively. The opposite case applies to the procurement professionals, who find that the more commercial and ‘supply chain' nature of Logic plays strongly to established skills.
Click here to read Charles Kirchner's original article on Magic and Logic: Bridging the gap