Helen Johnson: Stop Hiding the Data – Why Agencies Must Share the Same Metrics with Clients

By Helen Johnson, Tangram’s Australia-based managing director and founder.

 

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.

Managing Tricky Client Conversations 

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.

With this level of visibility, difficult discussions about remuneration, resource allocation, and job performance become easier and more objective.

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.

Data Delivers Real Accountability 

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.

Instead, focus on a core set of metrics that reflect actual project health – budget usage, timeline adherence, and scope adjustments. A clean, straightforward dashboard, aligned with regular client check-ins, will keep everyone on the same page and make transparency the standard, not the exception.

Cut the Overhead and Simplify Reporting 

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.

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.

Every agency needs to ask itself: why waste time reformatting data and passing it through multiple checkpoints when you could be building real client rapport? Simplifying reporting doesn’t mean stripping away transparency, it means focusing on what matters.

Say Goodbye to Spreadsheet Chaos 

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.

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.

Building Client Trust Through Data Transparency 

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.

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.

 

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