Stop hiding the data: Why agencies must share the same metrics with clients
Setup’s latest survey shows that 40% of clients are planning to switch agency partners in the next six months. According to Helen Johnson, Tangram’s managing director and founder, transparency is key to retaining clients – and that begins with open data sharing.
We all know the client-agency relationship should be anchored in transparency. If clients are entrusting agencies with their budgets, agencies have a responsibility to maximise that investment – starting with honest data-sharing.
Stop treating budgets as secrets
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.
Meanwhile, many creative agencies are stuck in old habits, treating budgets as sensitive information best handled behind closed doors. 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.
