If you work at a large advertising agency or in-house creative department, you might be privileged enough to have multiple Traffic Managers.
A three-tiered traffic or workflow system often has a Supervisor, a Manager and one or more Assistant Traffic Managers. Smaller agencies typically only have a single Traffic Manager and, if they’re lucky, an Assistant (or “co-Manager”).
The following grid outlines the various responsibilities that fall under the purview of “traffic.” If you’re the sole Traffic Manager of your agency, you may find yourself performing functions that cross all three columns.
| Responsibility | Supervisor | Manager | Assistant |
| Provide effective system management | • | ||
| Oversee Traffic Manager(s), Asst. Traffic Manager(s) | • | ||
| Evolve the traffic system to meet agency needs | • | ||
| Aid management in evaluating ability to absorb work | • | • | |
| Seek new traffic processes to increase efficiency | • | ||
| Improve inter-department communication | • | ||
| Ensure consistency across all projects | • | • | • |
| Possess strong managerial skills | • | ||
| Possess in-depth knowledge of all agency disciplines | • | • | • |
| Possess overall knowledge of clients, their businesses | • | • | |
| Possess working knowledge of external resources | • | • | |
| Possess strong written, verbal communication skills | • | • | • |
| Effectively, persistently communicate with team | • | • | • |
| Possess strong organizational skills | • | • | • |
| Possess an attention to detail | • | • | • |
| Gain respect from both peers, subordinates | • | • | • |
| Remain impartial to all people issues | • | • | • |
| Act positively under pressure | • | • | • |
| Interface with all internal agency departments | • | • | • |
| Assist Traffic Supervisor in department management | • | ||
| Assist Traffic Supervisor with system implementation | • | ||
| Physically move projects throughout the agency | • | • | |
| Obtain precise project details at project inception | • | • | |
| Develop accurate Workback Schedules | • | • | |
| Carefully monitor budgetary limitations | • | ||
| Carefully monitor timing limitations | • | • | |
| Train new hires, inexperienced employees | • | ||
| Open Job Numbers | • | • | |
| Counsel creative department in job assignment | • | ||
| Expedite “crisis” jobs | • | • | |
| Monitor stalled jobs, move them forward | • | • | |
| Provide continuity in times of illness, vacation, etc. | • | ||
| Attend internal creative, status meetings | • | • | |
| Attend internal campaign kickoff meetings | • | • | • |
| Obtain sign-offs on all work moving through the agency | • | • | |
| Oversee traffic for all new business opportunities | • | ||
| Check IOs, ensure materials are sent in a timely manner | • | ||