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PODCAST

Agency Leadership Podcast

Chip Griffin and Gini Dietrich

The Agency Leadership Podcast provides insights for agency owners and executives. Co-hosts Chip Griffin and Gini Dietrich share practical advice and industry news relevant to PR and marketing agency leaders.

business management

All Episodes

24:03

What kind of content should you create to market your...

Agency Leadership Podcast ·

2022/05/17

You know you should be creating content to help promote and position your agency, but what kind of content should you be producing? In this episode of the Agency Leadership Podcast, Chip and Gini look at both the substance and delivery method to help you better understand what works — and what doesn't. As prolific content creators themselves, the co-hosts talk about some of the mistakes that they have made (and how to avoid them). They also discuss how content can be used not just to attract new

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23:02

Letting go as an agency owner

Agency Leadership Podcast ·

2022/05/10

Just because you did everything when you started your business, doesn't mean that you should keep doing it all. It's probably time for you to let go of some of the things that you have your hands in today. Letting go doesn't just free up time on your schedule to do higher value work, it also empowers your team to produce better results. It drives increased retention of both clients and staff. And it helps you create a business that you are happier with. In this episode of the Agency Leadership

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21:00

How big should my agency be?

Agency Leadership Podcast ·

2022/04/26

Chip and Gini often get asked what size is the right size for an agency. Is there a magic number for revenue or employees that works best? Of course, the answer is the same as the one that the co-hosts end every episode of the Agency Leadership Podcast with: It Depends. The truth is that there are many more important factors to consider than how much you bill or how many people you employ. Chip and Gini discuss how you should think about agency size — and why you shouldn't be looking for a secret

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21:53

When to get creative with pricing your agency's services

Agency Leadership Podcast ·

2022/04/20

Pricing experts provide lots of advice on how agencies should price their services. Some approaches promise greater profits but do come with some added risk. In this episode of the Agency Leadership Podcast, Chip Griffin and Gini Dietrich discuss why you should master basic, traditional agency pricing before you advance to some of these more advanced techniques. The co-hosts explain that you need to make sure you can price for at least minimum profitability before you move on to maximizing the

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19:46

Payment terms for agency subcontractors

Agency Leadership Podcast ·

2022/04/08

It is not uncommon for agencies to hire other agencies to do work for them. Unfortunately, sometimes that comes with the lead agency telling the subcontractor that they won't be paid until the ultimate client pays. Chip recently wrote about this on LinkedIn and encouraged agencies not to accept these terms because it transfers too much risk and removes the ability of that agency to do any kind of meaningful collections work since they can't talk to the ultimate payer. Gini came into the

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24:46

The reality of selling your PR or marketing agency

Agency Leadership Podcast ·

2022/03/31

The mental image that many agency owners have when thinking about selling their agencies often differs from the reality that they experience. In this episode, Chip and Gini share some of the difficult truths that agency owners may end up confronting if they decide to sell to or merge with another agency. The co-hosts discuss why it is important to build an agency you are happy to own and treat selling as the icing on the cake rather than the primary objective. If you're looking for insight into

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24:30

Why SaaS marketing tactics probably won't grow your...

Agency Leadership Podcast ·

2022/03/21

Some agency leaders have seen what works for Saas (Software as a Service) companies and assume they should be doing the same thing to grow their own businesses. While there may be things to learn from how SaaS businesses generate leads and close new accounts, the reality is that agencies are fundamentally different businesses that usually require a different approach to business development. In this episode, Chip and Gini explain how the two types of businesses are different, but they also offer

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20:38

Does your agency need to find a niche?

Agency Leadership Podcast ·

2022/03/15

Many agency experts advocate the idea of "niching down" to accelerate business growth. In this episode of the Agency Leadership Podcast, Chip and Gini explore the benefits of specializing and finding a focus. At the same time, the co-hosts emphasize that being focused doesn't necessarily mean limiting yourself to 1 or 2 industries. There are many ways to express your specialization and target a narrower set of ideal clients.

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21:16

Why do agencies lose clients?

Agency Leadership Podcast ·

2022/03/07

A recent post on Reddit questioned why clients leave their agencies, so Chip and Gini decided to tackle the topic on this episode of the Agency Leadership Podcast. Usually, agency-client relationships don't end for one simple reason, but rather an accumulation of factors. Some of those can be traced back to the process of winning the business, while others may develop along the way. Chip and Gini argue that agency leaders should focus their efforts on addressing the things that they can to improve

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20:44

Conversations are key to successful RFP responses

Agency Leadership Podcast ·

2022/02/23

Don't respond to an RFP unless you can have a conversation and get your questions answered. That's the simple advice from Chip Griffin and Gini Dietrich in this Agency Leadership Podcast episode. The co-hosts build on a conversation started on LinkedIn by Parry Headrick of Crackle PR who explained that his agency turned down an RFP because they couldn't get an answer to the question of how many other agencies had been invited to participate. It was a simple question and should have generated a

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23:08

Let's talk about trading time for money

Agency Leadership Podcast ·

2022/02/16

A popular topic for many agency gurus is the idea that you should stop trading time for money. Yet that's exactly what agencies do. What they really mean is that you shouldn't charge by the hour. While there are good arguments against hourly billing, it's not something that you should reject out of hand. In this episode of the Agency Leadership Podcast, Chip Griffin and Gini Dietrich review why hourly billing often doesn't work, but also when you should consider using it.

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26:54

Defining your Ambition as an agency owner

Agency Leadership Podcast ·

2022/02/08

If you're taking on all of the risk and stress of running your own business, you need to be getting what you want from it. But how do you know that without clearly defining what you want to achieve? In this episode, Chip and Gini discuss SAGA's AIM-GET Framework that starts with defining the owner's Ambition. They look at some questions to ask yourself as you seek to better specify the goals that your business needs to achieve for you in order to be successful and satisfying.

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17:12

Should you force employees to take time off?

Agency Leadership Podcast ·

2022/02/01

Many agency employees feel overworked, yet it can be difficult to convince them to take a vacation from time to time. As the agency owner, how do you encourage a team member to take a healthy break to recharge their batteries? If they don't do it on their own, should you force them to take time off? In this episode, Chip and Gini explore this tricky question, and Gini shares her own experience in this area where things went a bit awry.

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22:34

Common mistakes agencies make when pursuing new business

Agency Leadership Podcast ·

2022/01/25

Most agencies want to do whatever it takes to win new accounts. There is a natural urge to please prospects and demonstrate your expertise to get that contract signed. There are some common mistakes that agencies make, especially in the excitement that comes around a pitch or proposal. Chip and Gini explore some of the mistakes they have seen made, as well as how they suggest avoiding them.

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21:43

How to make agency team meetings more productive

Agency Leadership Podcast ·

2022/01/19

How often should you be meeting with your agency team members and what should you be discussing? That's the topic that Chip and Gini tackle in this week's episode of the Agency Leadership Podcast. It is easy to dismiss meetings as unproductive and profess your desire not to tie your team up in endless conversation with each other. But that's usually a sign that the meetings themselves aren't being held on the right schedule with the right formats and the right attendees. Well-structured meetings

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21:56

Quick-thinking agencies can help clients in a crisis

Agency Leadership Podcast ·

2022/01/12

In this episode, recorded in December 2021, Chip and Gini discuss the rapid response ad that Ryan Reynolds helped Peloton create after their product was featured in an unflattering way on a TV show. Just hours after this episode was recorded, serious allegations became public about actor Chris Noth who was featured both in the original TV episode as well as the ad created by Ryan Reynolds and his agency. While those allegations certainly cast a different light on the specific situation discussed

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20:46

What does 2022 have in store for PR and marketing...

Agency Leadership Podcast ·

2022/01/05

No, this isn't a predictions episode, but Chip and Gini do take a look at the agency landscape as the new year kicks off. What should agency leaders be considering as they approach the new year? What challenges and opportunities might lie ahead? As important, what mindset should owners adopt to have the greatest likelihood of success in this environment?

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25:19

How agencies should handle procurement and legal

Agency Leadership Podcast ·

2021/12/29

Most agencies approach the arrival of procurement and legal teams with a sense of dread. And it isn't without good reason. Those two departments can cause real problems — but all hope is not lost. In this episode of the Agency Leadership Podcast, Chip and Gini discuss how to navigate these two departments to close more business and facilitate a more successful long-term relationship with your client.

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19:08

Improving agency employee retention

Agency Leadership Podcast ·

2021/12/15

With the Great Resignation putting increased pressure on an already tight labor market, agencies are rightly concerned not just about recruiting new employees, but also retaining the talent they already have. In this episode of the Agency Leadership Podcast, Chip and Gini discuss how agencies should be thinking about this challenge. They emphasize that it isn't as much about finding financial rewards, as it is about creating an environment where your team wants to continue to work. The co-hosts

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31:51

Getting the client's perspective on agency relationships

Agency Leadership Podcast ·

2021/12/08

In this episode, Gini Dietrich shares some of her experience embedded with a client to help agencies understand the other side of the agency-client equation. Many agency leaders haven't been on the client side, so it is useful to have some perspective about how they perceive some of the things that we think of as standard operating procedure or best practices. Not surprisingly, some of the things that frustrate agency owners may be different from how the client looks at the same things. Listen

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170 results

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