This one time, in Print Traffic…
on Wednesday, July 28, 2010It takes a special person to fill the job I have always described as being “all guts, and no glory” to the 100′s of candidates I’ve interviewed over the years. Traffic is not for the weak. It is a delicate balance of asserting power, when you officially have none, and getting the job done no matter
how many glitches attack your 10x revised project schedule. It’s a juggling act with chainsaws that tests your skills as a “people person” minute by minute… personality by personality of all you work with. Your personality mix is 1 part parent, 1 part therapist, 1 part saviour, 1 part pain in the ass, and 1 part anal retentive, detailed oriented, thoroughly organized, keep it moving machine. The position requires stamina, quick thinking intelligence and a finesse for certain, and its why many agencies use Traffic as entry level get in the door opportunities – sort of a trial by fire if you can make it there you can make it anywhere test… and you will be tested.
With all that being said, one of the greatest aspects of Traffic is that you work directly with many departments and people. On your second day you could be standing in the Presidents office if she/he is needed in the review process, where others only get that close at company functions. You can experience what each department does and if your goal isnt the path to Production, you can use your developed relationships to move to alternative paths. And no matter what your path, your working knowledge of how all the departments intertwine and the process to get jobs accomplished makes you a better candidate overall.
I love Traffic. It’s where I come from and how I got to where I am. I traffic myself, my work, my friends when making plans… I even traffic my dishwasher so all my trips from there to the cupboards are effective and efficient. Some may say its a personality disorder, and reading that back I might have to agree, but last night as I put away my dishes in only 3 moves I starting cracking up at all the things I have witnessed in my traffic travels and that reminded me of American Pie, and the “this one time, in band camp” prelude…
So, this one time, in Traffic… there was a VP Art Director who was getting married. Changes were needed and the digital studio was handling it, but taking a bit “too” long for the AD who had an after work appointment to meet her wedding planner. The VP Account Director was also there waiting to sign off. When the mechanical came out, the AD signed off and grabbed her bag and started running out the door but the Account Director didnt feel the change was adequate, stopped her, and wanted another layout version to show the client. The screaming started, which lead to name calling, which lead to hair pulling, which lead to a full roll on the ground VP cat fight until 2 studio guys pulled them apart. Another layout was done (by another Art Director called in) and from that point on the studio was locked (accessible by a keycard given to Traffic & Production) and no one from Account Management or Creative could enter unless they were escorted by one of us and we took full responsibility for their actions.
That is just one of a 1000 stories from 1000′s of days on the advertising front lines… what are yours?
Hi Deborah,
Nice story. Found it to be very accurate and inspiring. Traffic is often underestimated and underrated but a good Trafficer plays a key role in the workflow and well being of any agency.
Regards,
Willem
Freelance Senior Traffic & Production Manager
the Netherlands
Right on! I love that you traffic your dishwasher – I never thought of it that way, but I traffic every part of my life, too. Some friends and family members think it’s a sickness, but I choose to think it’s an outstanding trait.