Production managers, also known as traffic managers, used to be everywhere in the agency world. They were responsible for plugging the gaps between departments and ensuring that creators, managers and clients all knew what to expect and when to expect it. Their timelines and budgets kept agencies running smoothly for years. And then computers replaced them.
Now that speed is of the essence, agencies need more than creatives and managers to keep their businesses afloat. It’s time to bring back the production manager to do what technology alone cannot.
In this piece that I contributed to Forbes.com on March 11th, 2019, I elaborate on the need for the return of the production manager and discuss the value that this intricate position provides to an agency’s team. I hope you’ll take a few minutes to read the piece, and if you’re inclined, give me your thoughts on whether or not the modern day agency can benefit from reinstating this position.