You have to meet deadlines. Period.
You have to stay within budget. Period.
You have to know who’s doing what (or nothing at all) and when.
And, most importantly, you have to have the right tools.

A centralized project management system, ideally overseen by someone whose sole responsibility is its maintenance, can save valuable time and money. Task, time and expense management, client access to materials, and instant retrieval of information are indispensable features of a strong workflow system. But perhaps the most important thing you can do to increase efficiency is to promote “efficient-thinking” among your employees.

Keeping your agency culture and current needs in mind, ask yourself the following questions. Do team members log in regularly to check the status of projects? Are they aware of “big picture” reports available to them? Does someone touch base each morning to discuss, “what’s hot and what’s not?” How can employees better plan their workdays (e.g. meetings, research, email, “groove time,” etc.)?

In terms of your agency’s physical environment, do employees have all necessary supplies, including up-to-date software, comfortable (ergonomic) work stations, proper lighting, etc.?

Next, consider the projects themselves. As soon as the estimate has been approved, outline the job’s Critical Path. Make sure the copywriter has what he needs (e.g. copy mandatories, an understanding of tone, etc.). Can the art director begin searching for stock photos? Can the account coordinator find missing information on the client’s website or via another source?

When dealing with slow-to-quote vendors, explore your alternatives. Research other providers on line. Can you purchase padded mailers now (on sale!) or have labels pre-printed? If you’re in danger of missing deadlines, revise the timeline(s) and let everyone know; making sure the client is in the loop. Think about what can be done, now, to speed things up once printed materials are actually in-house.

If incoming client revisions are minimal, consider re-arranging the artist’s workload. Can he make the change now rather than wait until tomorrow? If the account supervisor can approve the ad in the absence of an account executive, seek her out.

Every agency employee plays an integral role in workflow success. Through the combination of a centralized traffic system, managerial commitment and employee dedication, your agency can experience unparalleled efficiency and profitability.

Clearly defined roles among team members are imperative for efficient workflow. While employee responsibilities often cross over several areas, there are a few underlying roles that should remain static.

The primary responsibility of the Web Developer (WD) is to aid in the production of interactive advertising and marketing campaigns. S/he also supports the existing infrastructure of the agency and aids in the development of new technologies.

The WD generally works as a team with a designated Art Director (AD) and copywriter or receives written copy and places it within a specific form of advertising. S/he reports directly to the Chief Technology Officer (CTO) and/or Creative Director (CD).

Responsibilities:

• Attends daily production meeting

• Designs creative materials according to instruction provided by AD and/or CD

• Helps determine how materials can best be digitally optimized, presented for the web

• Assists with and understands relational databases

• Meets with account service (AS) to ensure campaign consistency across all interactive media

• Performs extensive testing of web applications

• Collaborates with AD, CD on design elements and outside sources

• Demonstrates proficiency in various programming languages (e.g. HTML, Javascript, Flash)

• Understands architecture of client server and Internet systems

• Tests creative for functionality across various browsers, resolutions

• Alerts CTO, AS and Traffic Manager if deadlines cannot be met

• Possesses a working knowledge of programming technologies

• Identifies possible application deficiencies; recommends solutions

• Proactively seeks opportunities for continuing education

• Makes text corrections to interactive materials (as requested)

• Possesses strong visual, verbal communications skills

• Submits a daily Time Sheet detailing work execution

In preparation for the seminar, the ReCourses team has asked that I take a brief, 20-min. survey – the DiSC PPSS Behavioral Profile. On several occasions, over the course of my “traffic” career, I’ve completed the Keirsey Temperament Sorter (KTS-II). Having never heard of DiSC, I was intrigued.

While Kiersey results have always been helpful, I find the manner in which my DiSC results were presented to be far more insightful (see example, below).

As Traffic Managers, I wonder how many of you share similar tendencies. Do any (or all) of the following statements describe you?

“Values accuracy, quality and correctness”

“Tactful and diplomatic in interactions with others”

“Analyzes situations or problems, weighing the pros and cons”

[Prefers] “a reserved, business-like atmosphere where people are task-oriented”

“Tends to avoid situations requiring personal disclosures”

So much emphasis is placed on understanding the personalities of those we work with on a daily basis – an art director vs. an account executive, a bookkeeper vs. a media buyer – that the most influential personality is often forgotten… ours.

Understanding how we reason and react to various situations is key to successfully managing those responsible for the work. Here are a few DiSC recommendations for improving my effectiveness in the workplace:

“Becoming more open to other people’s systems for doing things”

“Avoiding rigidity in thinking and being ‘dead right’”

“Sharing knowledge and information with others in a non-condescending manner”

“Practicing self-disclosure and appropriate expression of feelings”

How much more effective would we, as Traffic Managers, be with a better understanding of how we appear to the employees we manage?

In the immortal words of therapists everywhere, “That concludes our session for today.”

I need a drink.

Internally, s/he collaborates with the Creative Director (CD), Production Manager (PM)/Print Buyer (PB) and Office Manager (OM), as well as the traffic department.

The FS reports directly to the PM/PB.

Responsibilities:

• Attends daily (or weekly) production meeting (as requested)

• Checks initial input for accuracy and requests additional information (if needed)

• Alerts PM/PB and Traffic Manager (TM) if deadlines cannot be met

• Helps to obtain best possible delivery dates for promotional items

• Assists OM, TM in obtaining supplies (e.g. ink, packaging materials, postage)

• Interacts closely with PM/PB regarding specially packaged orders and allocated inventory

• Is proactive and self-directed in all order fulfillment functions

• Alerts PM/PB of any problems related to promotional item quality

• Demonstrates sound judgment in resolving fulfillment issues (e.g. returns)

• Adheres to company dress code policy

• Submits a daily Time Sheet detailing work execution

The Jr. Copywriter reports directly to the CW.

Responsibilities:

• Attends daily (or weekly) production meeting

• Brainstorms with CW, AD, other team members regarding campaign concepts

• Writes copy according to instruction provided by CW or Account Executive

• Assists with writing of press releases

• Presents ideas to internal colleagues

• Gains an understanding of client’s target audience, competitive landscape

• Attends audio recording sessions (as requested)

• Alerts CW, Traffic Manager if deadlines cannot be met

• Works with CW to maintain client and agency text style templates

• Reviews all copy with CW before being routed to AD for layout

• Alerts CW, Traffic Manager if deadlines cannot be met

• Makes text corrections to creative materials (e.g. scripts, storyboards)(as requested)

• Reviews assigned project proofs before being routed to outside vendors

• Submits a daily Time Sheet detailing work execution

• Develops the skills necessary to advance to the position of Copywriter

The primary responsibility of the senior-level Copywriter (CW) is to develop and produce effective advertising campaigns. S/he works closely with a designated Art Director (AD) to develop concepts into a specific form of advertising (e.g. web site, print ad, storyboard, billboard, direct mail, etc.). The CW sometimes works in conjunction with another writer as part of a larger design team.

The CW reports directly to the Creative Director (CD).

Responsibilities:

• Attends daily (or weekly) production meeting

• Brainstorms with CD, AD, other team members regarding campaign concepts

• Assists with writing of new business proposals, client marketing plans, press releases

• Oversees timeliness of agency web site content

• Assists with writing of agency self-promotional materials

• Presents ideas to internal colleagues, clients (if applicable)

• Gains an understanding of client’s target audience, competitive landscape

• Regularly contributes content to agency blog, other social media outlets

• Assists with selection of voice, television talent

• Attends audio recording sessions (as requested)

• Works with CD to outline, maintain client and agency text style templates

• Obtains sequential sign-off on copy before being routed to AD for layout

• Writes copy according to instruction provided by AD or Account Executive

• Alerts AD, Traffic Manager if deadlines cannot be met

• Makes text corrections to creative materials (e.g. scripts, storyboards)(as requested)

• Reviews all project proofs before being routed to outside vendors

• Submits a daily Time Sheet detailing work execution

By providing maximum information to AEs via face-to-face communication, the AS has input in the development of strategic marketing plans. S/he also identifies, pursues and closes new business opportunities with both existing and potential clients.

The AS reports directly to the president.

Responsibilities:

• Maintains an accurate and documented pipeline of prospects

• Provides a detailed sales forecast of identified and proposed opportunities

• Establishes and maintains productive relationships with senior client personnel

• Frequently meets with AEs to review their activities

• Collaborates with internal resources to develop comprehensive presentations

• Effectively presents, sells and defends agency work to clients

• Oversees successful execution of approved client programs

• Ensures client account growth, profitability

• Quickly and accurately relays changes to AEs

• Assesses AE performance on a twice-yearly basis, at minimum

• Keeps apprised of client brands, products, services, market developments

• Gathers knowledge of competitors and determines how to effectively position clients

• Reviews all client proposals, marketing communications, media, PR plans

• Works with AEs, new media team to ensure cohesion of marketing efforts

• Reviews, approves major creative materials (i.e. scripts, layouts, production art)

• Ensures client accounts are sufficiently staffed

• Reviews estimates, invoices prior to release and ensures prompt collection of Accounts Receivable

• Participates in agency, client performance reviews

• Represents agency at industry and community functions

Internally, s/he collaborates with creative directors, art directors and graphic designers, as well as members of the account service team and traffic department. S/he also works closely with a variety of external suppliers.

The PM reports directly to the Creative Director (CD).

Responsibilities:

• Attends daily (or weekly) production meeting; leads meeting (if required)

• Checks initial input for accuracy and requests additional information (if needed)

• Meets with account service and creative teams to ensure consistency across all media forms

• Possesses a working knowledge of design and printing technologies

• Collaborates with creative team regarding project specifications (e.g. colors, dimensions, etc.)

• Alerts account service, CD and Traffic Manager if deadlines cannot be met

• Obtains detailed estimates from a variety of vendors; ideally, three per project

• Maintains up-to-date contact information for all vendors

• Maintains and develops strong vendor relationships

• Calculates all in-house, external printing charges

• Obtains best possible delivery dates for all agency projects

• Proofreads all materials before vendor distribution (i.e. copy/layouts/production art)

• Assists Office Manager in ordering internal supplies (e.g. paper, printer ink, etc.)

• Issues Purchase Orders for all printing-related expenses

• Attends vendor press checks (as necessary) and ensures high quality of materials

• Obtains sequential sign-off on all proofs moving in and out of the agency

• Delivers creative materials as instructed by account service team

• Submits a daily Time Sheet detailing work execution

• Reviews vendor invoices, including shipping receipts, and resolves billing discrepancies

The primary responsibility of the Media Assistant (MA) is to support the Media Supervisor (MS) and/or Media Buyer (MB) in his/her day-to-day activities.

The MA works to develop a knowledge base in preparation for planning, evaluating and buying advertising media across a variety of venues, including but not limited to television, cable, radio, outdoor, newspaper, magazine, and Internet.

The MA reports directly to the Media Supervisor (MS). This is an entry-level position.

Responsibilities:

• Attends daily (or weekly) production meeting

• Alerts MB and Traffic Manager if deadlines cannot be met

• Efficiently uses Word® and Excel® and is PC/Mac and Powerpoint®/Keynote® proficient

• Possesses strong math skills and the ability to multi-task

• Assists with the monitoring and maintenance of all media projects and buying assignments

• Able to work efficiently under tight deadlines

• Monitors trade publications for new media trends

• Assists with smaller proposal evaluations and client media plans

• Collects media research data and assists in writing competitive reports

• Understands various media and their applications against Client strategies, goals

• Understands the value and usefulness of traditional, digital and emerging media

• Assists in the development of media plans for existing and prospective clients

• Prepares estimates, insertion orders (as requested)

• Makes media space reservations (as requested)

• Develops the skills necessary to advance to the position of MB

The Jr. AD reports directly to the AD or Creative Director (CD).

Responsibilities:

• Attends daily (or weekly) production meeting

• Designs creative materials according to instruction provided by AD or CD

• Meets with account service and interactive teams to ensure consistency across all media forms

• Collaborates with AD, CD on design elements and outside sources (e.g. paper, talent, etc.)

• Alerts AD, CD and Traffic Manager if deadlines cannot be met

• Provides project specifications to Production Manager (PM) (e.g. colors, fonts, dimensions, etc.)

• Possesses a working knowledge of design technologies and a desire for continuing education

• Develops the skills necessary to advance to the position of AD.

• Makes text corrections to creative materials (as requested)

• Retouches creative materials (as necessary)

• Submits a daily Time Sheet detailing work execution