There’s a growing sentiment in the marketing world that agencies have lost brands’ trust—and, spoiler alert, it’s not because of bad coffee at meetings. The root of the problem? Transparency.
Transparency isn’t some fancy buzzword to throw around; it’s about being open, honest, and upfront with clients. Think of it as laying all your cards on the table. It means disclosing relevant details about agreements, fees, work processes, and outcomes so that clients can make informed decisions about their partnerships.
Let’s face it - the term "agent" literally means someone who acts on behalf of another. Simple, right? So why complicate it with unnecessary secrecy?
Why Transparency is Non-Negotiable
Transparency builds trust. And trust is the backbone of any successful relationship—whether it’s with your marketing agency or your go-to pizza place. When agencies are upfront, clients feel confident in decision-making, campaigns run smoother, and everyone gets to high-five over great results.
On the flip side, a lack of transparency breeds suspicion, confusion, and Reddit threads filled with horror stories. One recent post asked whether an agency should provide ad account access. The near-unanimous response? Yes, absolutely. Anything less was flagged as a major red flag, with most commenters advising the poster to run, not walk, to find a new agency.
So, Why Does This Keep Happening?
With nearly 14,000 advertising agencies in the U.S. as of 2023, competition is fierce. Add in the rise of in-house agencies (82% of ANA members now have one), and external agencies are under pressure to prove their worth.
And let’s be real—revenue pressures don’t help. Larger agencies and holding companies are often on the hunt for “non-traditional” revenue streams to hit their targets, which can lead to questionable practices.
Combine that with the complexity of today’s media landscape and the absence of universal ad industry regulations, and you’ve got a recipe for miscommunication and, unfortunately, distrust.
Where Client-Agency Transparency Should Shine Brightest?
- The Agreement:
It should be spelled out. Who owns what? What’s being managed? Make sure you’re crystal clear from the start, and ensure you have access to your ad accounts—even if they are just read-only. If your agency dodges this conversation, it’s time to swipe left. - Fee Structure:
Discuss fees upfront. Whether it’s a project fee, hourly rate, or commission, you should never feel like you’re deciphering a mystery novel when reviewing invoices. Hidden fees? Hard pass. - Media Buying Practices:
Clients need to know how ad inventory is purchased and whether bulk discounts are passed along or pocketed. If the agency isn’t upfront about this, it’s not just a lack of transparency—it’s a lack of respect. - Communication:
You should have regular updates scheduled and get prompt responses to your requests. Your agency should share all news, not just good news. When something goes wrong, and it will, they should be upfront and provide the solution. - Reporting:
Regular, detailed updates are key. Bonus points if the agency offers real-time dashboards showing campaign performance, budget allocation, and spending changes. No one wants to wait for an Excel spreadsheet from 2003 to know if their campaign is tanking.
6 Questions Every Brand Should Ask Their Agency
To avoid awkward surprises (and regret-filled contracts), here are some questions worth asking:
- Who owns the ad accounts, and can we have access?
- Do you buy ad inventory specifically for us, or are you reselling pre-purchased inventory?
- What’s your reporting schedule, and can we see real-time results?
- How do you protect against click bots and MFA (Made-for-Ads) sites?
- How do you monitor, detect, and prevent ad waste?
- Are there any “extras” in your fee structure we should know about?
Agencies are hired for their expertise, but that expertise should come with education, not exploitation. Your agency shouldn’t just manage campaigns—it should empower you with the knowledge to understand what’s going on behind the curtain.
At Vision Media, we’re all about transparency—clear contracts, full disclosure, accessible dashboards, and regular reviews. Because at the end of the day, transparency isn’t just good business—it’s the right thing to do. Plus, we’d rather talk about your campaign strategy than try to explain away hidden fees.
Trust us. Or better yet, let us earn it.