Working in an ad agency arguably exposes you to a more diverse spectrum of people than any other industry, from left-of-field art directors to socially awkward developers. Lying in bed the other night, I developed a composite of some of the people you are likely to come across when you walk through the agency doors based on their department and my own poor sense of humour:ART DIRECTIONEthereal, out of the box thinkers, these are the folk most likely to:Walk into the office unironically wearing a feather boa;Spend 12 minutes shaking the mouse when Photoshop crashes;Use their free time to Google Image search "glittering rainbow peacock in space"; andStare daggers at you when their entirely impractical idea involving a llama and snowboards is shot down.FINANCEThese good people care nothing for peacocks unless they are platinum and can be mounted on their front gate. They're also fond of:Asking people if they did their time sheets then asking them again an hour later;Dreaming up ways they can cash out in the event of a corporate takeover;Spending hours at the office party telling everyone how amazing UCT was; andSaying things like: ''I give great overhead."COPYWRITERSThe super smug grammar Nazis spend their days:Correcting people's comma placement and use of the words "hanged" and "hung";Redrafting the first and only chapter of their "groundbreaking" debut novel;Discussing the themes of a 100-year-old book that no one else in the office has read; andReading The Onion.DEVELOPERSThe tech guys who spend all day condescendingly explaining what the difference between back-end and front-end coding is. They also love:Keeping folders full of the ''stupid" tech questions their co-workers ask so that they can post them on Reddit later;Leaving debug code in an app that gets pushed live;Viciously hacking everything the day they get fired; andExplaining live action role-playing when a colleague asks how their weekend was.ACCOUNTSThe ringleaders of any given account, their job seems to be waving their arms at people and giving the illusion that they're working. Their favourite office pastimes include:Shooting down the art director's ideas;Planning their impending trip to Thailand;Being grumpy for no discernible reason; andGoogling "conflict resolution".On the Line is a weekly column written by an industry insider How has digital technology changed your work in traditional advertising?The importance of broader teams, more diverse skill sets, agile production methodologies and measurable metrics. It's not digital versus traditional any more. It's about producing effective work in any channel.What are the new trends?Compelling content is becoming incredibly important and that means changes in the way agencies approach the creation and production of film. While traditional agencies get savvy digitally, digital agencies are writing TV scripts.Can you be too far ahead of the curve?No. The most important thing is to do amazing work for your client.What's a new development that agencies haven't caught on to yet?The concept of an agency network needs to evolve from something inherently wasteful and broken that's modelled on the Roman Empire, where all outposts mimic the citadel in a diminished form, to something much more conjoined and fluid. We approach the region as a single business unit joined by common platforms, technology, vision and purpose - networked, you might say. So when a client walks through the door of any one of the 47 agencies in EMEA they have genuine access to a 2000-strong cohort of talent. I don't see anyone else close to that.There's a healthy culture of looking outwards, so anyone working here is acutely aware of anything that's happening elsewhere. Perhaps the lesson is for agencies in other parts of the world to look up more often from their marker pad. Or should that be tablet now?What's your most memorable campaign?The one that resulted in a $6-million lawsuit in Las Ve gas - rock 'n' roll baby. I won't forget that in a hurry. Not ever. They dropped the case in the end, but I'm still not allowed to talk about it...