{"id":12312,"date":"2026-02-19T12:58:09","date_gmt":"2026-02-19T10:58:09","guid":{"rendered":"https:\/\/www.ferembach.com\/cestquilescreas\/?p=12312"},"modified":"2026-02-20T01:18:33","modified_gmt":"2026-02-19T23:18:33","slug":"david-kajman","status":"publish","type":"post","link":"https:\/\/www.ferembach.com\/cestquilescreas\/dossier\/david-kajman\/","title":{"rendered":"5 min avec…le CFO d’Havas & les n\u00e9gos annuelles"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

Bonjour David Kajman, tu es DAF (ou CFO, Chief Financial Officer) quel est ton job ?<\/p>\n\n\n\n

Mon job c’est :
1\/ Informer : produire de l’information financi\u00e8re pour la DG et l’actionnaire (pr\u00e9vision et r\u00e9sultats)
2\/ Agir : \u00eatre un business partner aupr\u00e8s de la DG et des managers pour optimiser nos r\u00e9sultats financiers
3\/ D\u00e9fendre\/n\u00e9gocier : accompagner les \u00e9quipes dans le chiffrage de leur prestation de communication
( son linkedin<\/a> )<\/p>\n\n\n\n

Quelles sont les principales erreurs que font les publicitaires dans leurs n\u00e9gociations ?<\/p>\n\n\n\n

Bon l\u00e0 t’es sympa, mais tu me mets en difficult\u00e9 avec une telle question en pleine p\u00e9riode de n\u00e9gociations salariales.
Mais pas grave, je suis pr\u00eat pour le fight.
D\u00e9j\u00e0, il faut que les salari\u00e9s comprennent qu’une agence qui ne fait pas de croissance ne peut pas augmenter sa masse salariale globale.
La principale erreur selon moi, c’est de ne pas prendre en compte les bases de l’\u00e9conomie : le salaire, quelque soit son m\u00e9tier, est la contrepartie d’une production. Exemples : recommandation strat\u00e9gique, id\u00e9es cr\u00e9atives, \u00e9tudes, notes strat\u00e9giques, production de livrables\u2026
Et donc une augmentation de salaire doit s’appr\u00e9cier au regard d’une plus grande production de valeur pour l’entreprise.
\u2028Et la principale erreur d\u2019un cr\u00e9atif dans sa n\u00e9go, c’est le chantage \u00e0 la d\u00e9mission\u2026 <\/p>\n\n\n\n

Si je pr\u00e9pare mon entretien, quelles alternatives au salaire fixe sont int\u00e9ressantes \u00e0 d\u00e9bloquer ?<\/p>\n\n\n\n

Une formation financi\u00e8re par le DAF ?
Plus s\u00e9rieusement, en effet, il existe des alternatives qui peuvent \u00eatre actionn\u00e9es.
Le bonus peut r\u00e9compenser une r\u00e9ussite ponctuelle, type gain d’un pitch ou prix cr\u00e9atif par exemple.
Les formations bien s\u00fbr.
Les programmes Talents, programmes d\u2019excellence que mettent en place certaines agences.
La participation et l’int\u00e9ressement sont des outils collectifs uniquement.<\/p>\n\n\n\n

\n


(Note De Greg) : j’ai discut\u00e9 avec un cr\u00e9a l’autre jour, dans une grosse agence de pub qui me montrait le pdf qu’il tient \u00e0 jour toute l’ann\u00e9e, il y note sa (son team) valeur ajout\u00e9e en vue de la n\u00e9go salariale annuelle. <\/strong>

<\/strong>Combien de films \/ prints\/ activation, il a produit avec le budget de prod li\u00e9, il y note aussi les id\u00e9es vendues en interne, mais pas pass\u00e9es en production, ainsi que les campagnes proactives. \u00c9videmment les Awards gagn\u00e9es, mais aussi les campagnes qui ont \u00e9t\u00e9 inscrites sans gagner,
C’est une tr\u00e8s bonne id\u00e9e, et que les cordonniers ne soient pas toujours les plus mal chauss\u00e9es !
Je vous invite \u00e0 tous le faire.
Il n’y a pas que les captures d’\u00e9cran de vos mails pour se backer aux prud’hommes dans la vie.<\/em>..
.
<\/p>\n<\/div>\n\n\n\n

<\/p>\n\n\n\n

Les Cannes Lions pour une agence, c’est rentable ?<\/p>\n\n\n\n

Le mal de cr\u00e2ne des CFO chaque mois de juin..
Avant de te r\u00e9pondre sur la rentabilit\u00e9, je peux t’affirmer que c’est cher.
Les inscriptions, les accr\u00e9ditations, la production de cases de plus en plus \u00e9labor\u00e9e, les d\u00e9placements, les logements, notes de frais…
Les directeurs de cr\u00e9ation doivent \u00eatre de plus en plus s\u00e9lectifs lors des inscriptions, car compte tenu des co\u00fbts, l’important n’est pas de participer. \ud83d\ude09
Apr\u00e8s, gagner un Lion, pour l’ensemble d’une agence, \u00e7a reste magique, \u00e7a met en lumi\u00e8re son talent cr\u00e9atif, c’est attractif pour les collaborateurs (dont les cr\u00e9atifs) et les clients bien s\u00fbr.\u2028\u2028<\/p>\n\n\n\n


Les timesheets c\u2019est vraiiiiiiment utile ?<\/p>\n\n\n\n

Il faut comprendre que les agences identifient bien leur marge brute par client, mais les co\u00fbts, essentiellement constitu\u00e9s de salaires, doivent \u00eatre r\u00e9partis par clients pour pouvoir estimer leur rentabilit\u00e9.
C’est essentiel pour faire des arbitrages internes de staffing ou alerter le client en cas de d\u00e9passements des ressources pr\u00e9vues lors du devis.
Une agence, m\u00eame ind\u00e9pendante, ne peut pas se permettre de se passer de ces analyses.
Je sais que c’est r\u00e9barbatif, notamment pour ceux qui travaillent sur de nombreux clients, mais les outils progressent et l’IA va permettre d’all\u00e9ger cette t\u00e2che.

– David Kajman

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Bonjour David Kajman, tu es DAF (ou CFO, Chief Financial Officer) quel est ton job ? 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ferembach","author_link":"https:\/\/www.ferembach.com\/cestquilescreas\/author\/gregoryferembach\/"},"uagb_comment_info":0,"uagb_excerpt":"Bonjour David Kajman, tu es DAF (ou CFO, Chief Financial Officer) quel est ton job ? Mon job c’est :1\/ Informer : produire de l’information financi\u00e8re pour la DG et l’actionnaire (pr\u00e9vision et r\u00e9sultats) 2\/ Agir : \u00eatre un business partner aupr\u00e8s de la DG et des managers pour optimiser nos r\u00e9sultats financiers3\/ D\u00e9fendre\/n\u00e9gocier : accompagner les \u00e9quipes\u2026","_links":{"self":[{"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/posts\/12312","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/comments?post=12312"}],"version-history":[{"count":10,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/posts\/12312\/revisions"}],"predecessor-version":[{"id":12326,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/posts\/12312\/revisions\/12326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/media\/12318"}],"wp:attachment":[{"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/media?parent=12312"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/categories?post=12312"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ferembach.com\/cestquilescreas\/wp-json\/wp\/v2\/tags?post=12312"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}