''Traffic'' is a word that doesn't typically evoke good feelings. Traffic slows you down. There are those who traffic guns or slaves or drugs. Traffic is to be avoided at all costs. But for those in the advertising industry, traffic is a good thing. My coworkers are going to help me tell you why.

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	Welcome alternate perspectives, respect them, nurture the possibilities, and you will foster good working relationships and openness in communication.

It’s important to capture and enjoy moments of spontaneity and humor in any aspect of life. At our agency, we use a ''quote board.'' We use it to preserve funny, out-of-context statements for posterity. I thought I would resort to these immortal words to illustrate the contributions a good traffic department makes to morale, creativity, and efficiency. To preface this discussion of traffic, I should note that leadership is the key to the enjoyment and success of agency life.

''I’m Yoda.'' — Bart Cleveland, creative director

Having support, fairness, and wisdom coming from the top is the most important aspect of nurturing a healthy workplace culture. This mean    s the bosses are disciplined, that they walk the talk of the culture they are trying to foster. There is nothing more destructive to cultivating respect and commitment than a lack of role models at the top. Their example, support, and appreciation are at the core of a successful shop.

Good leadership fosters courage in all levels of the business. The traffic coordinator doesn’t fear working with disgruntled people if she holds the line on schedules; the account supervisor doesn’t balk at making a strong case with a client in defense of a recommendation; and the creative isn’t afraid to open the full range of her talent to the scrutiny of her peers.

''I have a shotgun.'' —  Breeze Sansom, traffic coordinator

Now, this may seem dramatic, but I assure you, a little well-timed ''tough love'' can really come in handy. In truth, we all know that developing and adhering to schedules is not the work of the devil. The work that Traffic does provides the bones for the body of creativity. Without it we are lost, ads are late, information disappears, and havoc reigns. Fingers get pointed, and job satisfaction is low.

''Something’s in the air; I’m not sure it’s love.'' — Elizabeth Reed, traffic director

Traffic’s ability to ''feel'' how things are going and to be sensitive to the tone and temper of the workplace is an important factor in general employee satisfaction and goodwill. Traffic doesn’t just track jobs. We track people. We take time to make sure that someone has what he needs to do his task. We are sensitive to workloads and try to make the best decisions possible in the distribution and assignment of projects. When someone is frustrated, we patiently listen and do what we can to help. These things are as important as making sure an ad gets out on time.

''There are snacks in my drawers.'' — John Reams, senior art director

Never underestimate the importance of food in the workplace. Someone will celebrate a birthday or an anniversary and bring goodies to share. Living in New Mexico, we have the occasional afternoon guacamole and chips break, or someone will do a DQ Dilly Bar run in the middle of a summer afternoon. We have potlucks and agency lunches, and the partners supply refreshments for those morning and afternoon pick-me-ups.

Traffic at our agency can’t take all the credit for this, but as our finance director will tell you, we’re always asking for food. Why? Not necessarily because we are hungry (unless, of course, you are talking about Golden Pride burritos) but because the sharing of food fosters moments of togetherness. Think about it. You can’t really be upset with someone who made you brownies for your afternoon snack.

''I’m an accountant. You see the donut; I see the hole.'' —  Hal Brewer, finance director

Everyone has a different perspective. In Traffic, considering different perspectives, accounting for the needs and wants of the staff, and assimilating them into the process are key to keeping a project moving forward smoothly.

Welcome alternate perspectives, respect them, nurture the possibilities, and you will foster good working relationships and openness in communication. In Traffic, we are the center of the communication cog and thus are in the position to make sure these different perspectives are funneled into productive avenues for getting to the best quality work.

''Is that dancing?'' — Jill Efrussy, art director
''Yes, and that’s why I don’t do it very often.'' — Steve Hinckle, art director

When our agency was small, out of necessity we all wore many hats. I’ve been with the agency almost nine years. Most of the experience and knowledge that I’ve gained was through the goodwill of my coworkers as well as trial by fire. It was a huge relief to hire additional, experienced people as we started to grow.

Paradoxically, it was hard for me to retire my hats and let the new guys do their jobs. The dark side of the traffic personality can be the need to control. Having the right people in the right places is truly important, but just as much, it’s important to give them the space to dance.

''Work hard; be nice.'' — Unknown

I don’t remember where I saw this, but this should be the traffic person’s creed. I printed it in black and white and pinned it to the wall where I can see it all the time. Traffic can be stressful.

Winston Churchill said, ''If you’re going through hell, keep going.'' Our coworkers depend on us to help get that hot revision done as much as to see them through a successful launch. Maintaining your cool, encouraging the staff, and keeping your eye on the prize are all in a good day’s traffic. The satisfaction in this is tremendously rewarding. That’s what keeps us coming back for more.

''Superman wears Chuck Norris pajamas.'' — Steve Hinckle, art director

When people are cared for, when their wants and needs are met, they are free to focus their efforts on what they do best, whether it’s an account exec developing a strategy, a copywriter coming up with the jewel of an idea, or a media buyer trying to bring us into the 21st century. Those of us in Traffic aren’t superheroes, but we are the guardians of the process that produces great work.

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