Time sheets 'can aid development of creative agencies'

Time sheets can provide smaller creative businesses with "valuable intelligence" that helps them to plan for the future and avoid "huge shocks to the system", an expert has claimed.

Blogging on Advertising Age, Phil Johnson said running an agency can often involve living in "parallel universes", overseeing the core creative work of the firm while also using hard data to help measure productivity and shape resource planning going forward.

Mr Johnson added that during uncertain times, it is especially valuable to have time sheet analysis and financial reports that allow an agency to forecast its future revenue and workloads.

"We also owe it to our clients to maintain these systems that help us spend their money wisely and report on our progress," he added.

Phil Johnson is president of PJA Advertising and Marketing, a US-based firm that offers advertising, web development, social media and relationship marketing services.

The company's clients include Boston Scientific, Novell and Invitrogen.

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