For specific departments:
Evaluate creative work against any given criteria: by peer group, by client industry, category, etc.
Give CD, senior creatives and all in creative department a push in the areas of creative quality, responsiveness to deadlines and other realities too often seen as impediments to doing great work.
Help creative department do creatively brilliant work that is on strategy and produces results.
Help account service develop brilliant strategies that lead to great, results-attaining work.
Help creative and account service, together, provide better service and better product without compromise.
Help creative and account service present and sell the best work.
Provide strategic, conceptual or creative help on important campaigns for key clients or prospects.