Transparency urged to build stronger client-agency trust

Helen Johnson, Tangram's Managing Director and Founder based in Australia, has called for greater transparency in the client-agency relationship, citing recent survey data and industry practices as evidence of its importance for retaining clients.

Johnson points to the Setup Marketing Relationship Survey, which found that 40% of clients surveyed are likely to switch agency partners within the next six months, highlighting a widespread lack of client satisfaction in the sector. She believes that clear and open data-sharing is critical for agencies to build trust and maintain these business relationships.

"Agencies that prioritise open data-sharing don't just win more trust, they win more business," Johnson said. "Transparency sets you apart, builds a reputation for reliability, and ultimately deepens client loyalty."

In her opinion piece, Johnson stresses that the foundation of the client-agency relationship should be built on transparency, especially as agencies are entrusted with managing client budgets. "If clients are entrusting agencies with their budgets, agencies have a responsibility to maximise that investment – starting with honest data-sharing," she stated.

She highlighted differences in approach across different types of agencies. "Media and events agencies have long recognised the value of transparency. Agencies like George P. Johnson and Uniplan have built rigorous processes that keep clients informed at every step. They're dealing with big budgets, and multiple vendors so need to share detailed, actionable data that shows clients exactly where they stand and lets them address issues early," Johnson explained.

By contrast, Johnson argued that many creative agencies continue to treat budgets as sensitive information. "This may have worked in the era of retainers, but it's becoming a relic as we're seeing more agencies move towards a project-based world," she wrote.

Johnson advocates for consistent, transparent reporting at the project level. "Consistent, transparent reporting at the job level, covering status updates, time reports, and job performance, enables clients to track progress and value in real time, which not only improves accountability but also sets a solid foundation for open conversations," she wrote.

According to Johnson, such visibility makes challenging conversations about compensation, resource allocation, and performance easier and more productive. "With this level of visibility, difficult discussions about remuneration, resource allocation, and job performance become easier and more objective," she said. "Agencies and clients alike can have fact-based, forward-looking conversations rather than getting bogged down in defensiveness or distrust. This collaborative approach helps reduce the friction often felt in client-agency relationships, moving both sides towards a true partnership."

Johnson noted that while agencies have access to large amounts of data, there is often a failure to use it in ways that benefit clients. "Access to data isn't the problem. The problem is that too many agencies fail to leverage their data in ways that make sense to clients. Tracking every metric under the sun can quickly overwhelm both teams and clients," she said.

She suggested that agencies should focus on a core set of project health metrics, such as budget usage, timeline adherence, and scope adjustments. She recommends the use of a "clean, straightforward dashboard, aligned with regular client check-ins," as the standard for agency transparency.

Johnson also commented on operational inefficiencies created by excessive administration and reporting requirements. "Far too many agencies are drowning in administrative tasks that do nothing but slow them down. Reverse briefs, endless client approvals, duplicative status updates – each of these eats away at valuable time," she wrote.

She calls for agencies to adopt integrated systems that allow project managers to focus on value-adding activities rather than repetitive administrative tasks. "By shifting to a single, integrated system, agencies can reduce the administrative burden, streamlining processes and letting project managers focus on proactive, strategic work rather than repetitive admin updates," Johnson stated.

On the issue of reliance on spreadsheets, Johnson pointed out the risks associated with these traditional tools. "Every spreadsheet you maintain is a risk. Spreadsheets are prone to errors, they don't sync across teams, and they create confusion over what's accurate. If you're still relying on multiple spreadsheets, you're sending a message to clients that you're comfortable with data disarray," she wrote.

Johnson recommended investment in centralised dashboards that provide clients with an accurate, live view of their projects. She wrote, "Invest in a dashboard that pulls from a centralised source, giving clients an accurate, live view of their projects without the risks associated with scattered, unaligned data."

Emphasising the business benefits of transparency, Johnson asserted, "Agencies that prioritise open data-sharing don't just win more trust, they win more business. Transparency sets you apart, builds a reputation for reliability, and ultimately deepens client loyalty."

She concluded that: "Clients deserve to see the impact of their budgets, and agencies that embrace data-sharing are setting themselves up for stronger, more resilient client partnerships. It's time to stop hiding the data and start transforming how we collaborate."