Maggie Gyllenhaal in the film 'Secretary'

When I was starting out, every creative department had several P.A.'s, who typed the Creatives' scripts and kept track of their whereabouts.

Now that Creatives have computers and mobiles, the role of departmental P.A. has all but disappeared. But the 'executive' P.A. - who manages creative directors' diaries - remains. And in my view, it's an essential role. A top creative director's time is pretty expensive, therefore it makes sense for an Agency to get the most out of it.

But what's your view of P.A.s? Do you agree with me that they are vital, or do you have a less flattering view? Any particularly good or bad experiences to report? Is it important for Creatives to get on with P.A.'s?

No obscenity.

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