Who’s Directing Traffic In House?
Skillful project trafficking can increase team efficiency by optimizing resources, facilitating information sharing, and maintaining budgets while reducing costly rework. What’s curious is that while “traffic” is seen as an essential function, few in-house agencies have resources devoted to it. What should we do?
Assign a dedicated team. The most obvious solution is to establish a traffic department. I know, it's been done. There's a reason for that. Resources dedicated to traffic can free your vertical experts to focus on what they do best like strategy development and creative innovation.
Divide responsibilities and manage performance. If you can't support a traffic team, clearly define the division of labor when it comes to traffic-related responsibilities. Make sure people are not only clear on their duties, but that they're held accountable for individual and group performance.
Don't assume technology will do it alone. There are a number of systems out there that streamline scheduling and automate workflow. Using those tools properly requires project inputs to remain current as scope, specs and timing change. Don't be fooled into thinking technology can do it alone. You still need someone (or several people) entering information in real time and maintaining the integrity of the data for a workflow system to truly benefit your organization.
How does your internal agency traffic its work? What org structures and practices are effective? Where have you gotten jammed? At IHAF, we explore the full range of challenges that in-house leaders face—join us at ihaforum.org.
No Reader Comments
Make Your Next Creative Campaign Sing
September 13, 2021
Popular music has a way of catching the attention of consumers and, over the past year, advertisers haven’t been shy about licensing it for TV and digital campaigns. Social platforms like TikTok have also opened the floodgates for new artists, hits and jingles to explode at a moment’s notice.
Fostering Inspiration & Connection at Capital One
August 30, 2021
Perhaps more than other disciplines, creative teams feed off the connections they have and inspiration they get from others. The practice of learning from and being inspired by each other is key to keeping teams motivated, pushing work forward and building world-class creative. This can be a …