Too many agencies focus on reporting the amount of time and effort that they put in on behalf of clients rather than talking about the strategy and the results it produces.   When agencies tell a client how many hours were spent on work that is not billed by the hour, it serves little or no purpose. If you talk about how many reporters you pitched rather than the number of stories you generated, you are missing the point.   In this episode, Chip and Gini talk about the perils of transactional relationships with your agency's clients along with how to become more collaborative to produce better results.

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