6 Personas of a Successful Creative Agency: Traffic Manager

Read time: 5 minutes

Editor’s Notes: This post was originally published in August 2011 and has been updated for accuracy and comprehensiveness.

Here at Function Point, we are constantly working with creative firms, advertising agencies and digital agencies to better define internal processes and workflow management using our software.

In doing this, we have come up with 6 personas that interact within the typical creative agency. Assisting these people in working more efficiently and effectively together will help your agency become much more productive and profitable.

The 6 Personas:

  1. New Business
  2. Creative
  3. Client Services
  4. Traffic Manager
  5. Accountant
  6. Owners

Traffic Manager

Job Description

The primary duties of a Traffic Manager, sometimes called a Production Manager, is to work as a go-between that connects account executives to other departments within the ad agency that produce the products the account executive sold. Setting a schedule of deadlines for the completion of a job, the Traffic Manager assigns workers to each necessary step in the process. The Traffic Manager then checks on the progress of the project, communicating with the account executive as needed.

This role is generally considered to be the FP Prime, or main point of contact for FP training and communication. Thinking of a Project Manager? Understand the difference between the two roles.

A Day in the Life

  • Assign tasks and check the statuses of outstanding tasks
  • Conduct a daily morning meeting to go over items/tasks assigned and due for the day and determine if there are any roadblocks
  • Communicate any issues with the team and Account Executive
  • Conduct weekly job status meetings to gather and share information with Account Executives and the rest of the team
  • Initiate new jobs for the client and create timelines and tasks for the work to be done (future planning)
  • Review the timeline with the Account Executive to get client approval
  • Submit job to accounting for invoicing when appropriate

A Typical Interaction with FP

  • Uses FP to create estimates, timelines and tasks
  • Uses FP to track the status of these estimates, timelines and tasks
  • Uses FP to ensure that the work is being completed on schedule and budget
  • Uses FP to gather appropriate task, expense and timesheet reports to ensure jobs are being completed and invoiced correctly

A Perfect Day

  • Both staff and clients are happy, and tasks and jobs are either on or ahead of schedule and on budget
  • Managing the processes and not individual people

Top of Mind Issues

  • Making tasking efficient and not overbearing
  • Keeping staff happy and on track with the tasks they need to do to stay on schedule
  • Workflow is efficient and the right stuff is getting done by the right people

If you have any comments or think we’ve missed something from your job description—let us know. We love working with our clients and prospects to help with both the software requirements to make working together easier, as well as developing efficient workflows. We’re here to help you run a more profitable business!

Next up: Accountant

Are you a Traffic Manager looking for help with workflow management? Book a demo and see what Function Point can do for you.

This article was contributed by former Function Point employee, Tate Lillies.