Agency Leadership Podcast
Business & Finance
About
Chip Griffin and Gini Dietrich help PR and marketing agency owners make better decisions about the businesses they run. With 300+ episodes, the Agency Leadership Podcast covers the topics owners deal with every week: pricing, profitability, hiring, client management, positioning, and what it takes to build an agency worth owning. Chip is the founder of SAGA Agency Growth Advisors and creator of the Build to Own approach. Gini is the founder of Spin Sucks and creator of the PESO Model.
Episodes
- How agency owners can use AI as an always-on thought partner
This episode of the Agency Leadership Podcast discusses using AI as a strategic thought partner. Hosts Chip Griffin and Gini Dietrich explain how AI can help agency owners explore ideas, identify gaps, and receive unfiltered feedback, unli…
- Stop making sacrifices your agency doesn’t need you to make
Agency owners often absorb tedious tasks, believing they are helping their team, but this can create more problems and hinder growth. Chip Griffin and Gini Dietrich explore why owners engage in these sacrifices, particularly in new busines…
- Preparing for your agency’s group presentations and pitches
This episode discusses strategies for agency presentations and pitches, emphasizing the importance of matching team expertise to the prospect and ensuring the sales team is also the delivery team. It advises against rehearsed presentations…
- Rethink entry-level hiring to succeed in the AI era
The Agency Leadership Podcast episode addresses the significant changes in entry-level hiring driven by AI. Hosts Chip and Gini discuss how AI has replaced routine tasks previously done by junior staff, leading to anxiety among students an…
- Five words every agency owner needs to understand
This episode of the Agency Leadership Podcast, featuring Chip and Gini, explores five essential words for agency owners: leadership, management, accountability, responsibility, and authority. It clarifies the distinctions between leadershi…
- 300 episodes in: what’s changed, what hasn’t, and what we got wrong
Chip and Gini celebrate 300 episodes of the Agency Leadership Podcast by examining what has changed and what remains constant. They cover key themes such as communication, financial focus, and the growing impact of AI, including differing…
- Hire people who understand how to solve problems
This episode of the Agency Leadership Podcast emphasizes problem-solving ability as the most crucial hiring criterion, arguing it is more important than technical skills, especially as AI advances. Hosts Chip and Gini discuss practical met…
- Build the business you want to own, not the one you hope to sell
This episode contrasts the "Built to Sell" mindset with Chip Griffin's "Build to Own" philosophy for agency owners. It emphasizes focusing on current business value and owner satisfaction (Time, Meaning, Rewards, Work) over optimizing sole…
- Holding companies discover retainers, call them “subscriptions”
The Agency Leadership Podcast episode discusses S4 Capital's rebranding of agency retainers as "subscriptions" and explores the challenges of pricing AI services. Key takeaways include factoring AI costs into the total cost of doing busine…
- The PESO Model evolves for the AI era (and why your website isn’t dead)
Gini Dietrich explains the updated PESO Model Certification, emphasizing that owned media remains the foundation for demonstrating expertise to journalists and AI systems. The recommended sequence has shifted to owned-then-earned-then-shar…
- Building the ideal agency: wrestling with the tough decisions
This episode of the Agency Leadership Podcast discusses David C. Baker's thought experiment on building an agency, focusing on points of disagreement between hosts Chip and Gini regarding sabbaticals, financial transparency, and performanc…
- Wake up or get left behind: AI is forcing your hand
Chip Griffin and Gini Dietrich on the Agency Leadership Podcast emphasize that AI necessitates agency evolution, moving beyond experimental phases. They discuss training AI as collaborators, the changing value clients seek in 2026, and the…
- Stop letting your website embarrass you
Chip Griffin and Gini Dietrich offer guidance on auditing agency website content, covering practical methods for identifying and updating or deleting outdated information. They emphasize user experience over algorithm chasing and discuss b…
- Rediscovering your agency’s founding spark
Chip Griffin and Gini Dietrich explore how agency owners can avoid autopilot by revisiting their founding motivations. They share personal anecdotes about shifting business focus based on enjoyment and strengths, and suggest practical earl…
- Embracing innovation to survive and thrive in 2026
In this episode of the Agency Leadership Podcast, Chip Griffin and Gini Dietrich discuss the critical need for agencies to engage in strategic planning for 2026. They highlight the role of innovation and artificial intelligence in adapting…
- Balancing skills and personality when hiring a new team member
In this episode, Chip and Gini explore the intricacies of hiring for growing agencies, emphasizing the importance of balancing a candidate's skills with their personality and cultural alignment. They share insights on structured hiring pro…
- Firing underperforming team members
Chip Griffin and Gini Dietrich discuss the difficult process of terminating underperforming employees, emphasizing swift action and the importance of documentation with HR guidance. They share insights on the limited effectiveness of Perfo…
- AI myths agencies must avoid
Chip Griffin and Gini Dietrich address irrational fears surrounding AI in agencies, drawing parallels to past technological shifts. They advocate for using AI to boost productivity and client value rather than reducing fees, emphasizing st…
- Do agency mission and values statements matter? And is yours even accurate?
This episode of the Agency Leadership Podcast, referencing David C. Baker, examines the truth behind agency mission and values statements. Hosts Chip Griffin and Gini Dietrich argue that many statements are inaccurate or too generic, stres…
- Are you ghosting your own agency?
Chip and Gini discuss an agency leader going MIA, emphasizing communication, perception, and flexibility. They share personal anecdotes on the importance of frequent touchpoints, clear expectations, transparency, and empowering employees.
- Outbound sales & your agency
Chip Griffin and Gini Dietrich discuss outbound sales for agency growth, advising a focus on relationship cultivation, networking, and brand building over traditional cold calling, especially for small agencies.
- Avoiding your agency’s own AI bubble
Chip Griffin and Gini Dietrich discuss the impact of AI on small agencies, cautioning against rapid business model changes and noting potential future cost increases. They emphasize that AI can assist but not replace human judgment and cre…
- What to do when your client contact isn’t the problem
Chip Griffin and Gini Dietrich discuss managing client relationships when obstacles arise from contacts outside the main client contact, such as procurement or IT. They advise treating your client contact as an ally and offer techniques fo…
- Stop providing solutions before understanding your client’s challenges
Chip Griffin and Gini Dietrich of the Agency Leadership Podcast discuss the common issue of agencies providing solutions before fully understanding client challenges. They advocate for charging for discovery phases and proposals, drawing p…
- Supporting team members with mental and physical health challenges
Chip Griffin and Gini Dietrich discuss strategies for agency owners to support employees with mental and physical health challenges. They emphasize individualized management, legal considerations, compassionate approaches, and flexible sch…
- Handling early client contract terminations with finesse
Chip Griffin and Gini Dietrich discuss how agencies can manage early client contract terminations. They highlight the importance of clear termination clauses in contracts for negotiation leverage and advise on recovering outstanding paymen…
- Setting client expectations in the AI era
In this episode, Chip and Gini explore the impact of AI on client expectations. They discuss how AI is perceived to speed up work, leading clients to have unrealistic expectations regarding turnaround times and pricing. The duo emphasizes…
- What to do when agency employees continue to over-service clients
In this episode, Chip and Gini focus on the issue of employees over-servicing clients. They discuss the reasons behind over-servicing, including fear of client dissatisfaction and insufficient initial project scopes. The hosts emphasize th…
- You don’t need to be a visionary, but it helps to have a vision for your agency
In this episode, Chip and Gini discuss the importance of having a clear vision for where an agency is headed while also acknowledging the need for strong operational skills. They explore different types of agency owners, from visionaries t…
- How to handle unsolicited agency acquisition emails
In this episode, Chip and Gini discuss the frequent occurrence of receiving offers to buy agencies and how to handle these communications. They share their own experiences of receiving such emails, including the prevalence of fraudulent or…
- How to handle your team when they don’t love your clients
In this episode, Chip and Gini discuss the challenges of dealing with team members who may not be enthusiastic about the clients or the work your agency is doing. They cover whether agency owners should be concerned if their employees disl…
- Turning employee departures into opportunities
In this episode, Chip and Gini discuss how agency owners should handle situations when an employee resigns. They explore the emotional reactions owners might have, the importance of maintaining professionalism, and the need to gather more…
- Ensuring AI is an asset — not a liability — for your agency
In this episode, Chip and Gini highlight the challenges and potential pitfalls of over-relying on AI for content creation in PR and marketing. They discuss instances of AI-generated content gone wrong, such as the fake book list published…
- Why agencies get brought in too late by clients — and what to do about it
In this episode, Chip and Gini delve into the challenge of agencies being brought in late on client projects. They discuss the common scenario where clients give last-minute requests and share strategies for becoming part of the planning p…
- Can agency team members be more strategic?
In this episode, Chip and Gini discuss whether or not employees can be encouraged to be “more strategic”. They explore the definition of being strategic, frequently misunderstood expectations, and the challenges of fostering strategic thin…
- Limiting scope creep from the start
In this episode, Chip and Gini delve into the topic of scope creep in agencies. They discuss the bell curve of profitability and the importance of setting clear expectations from the first client conversation. They highlight strategies lik…
- Pricing psychology for agency clients
In this episode, Chip and Gini discuss the psychology of pricing within agencies. They cover topics such as the importance of being confident in your pricing, avoiding negotiating against oneself, and the benefits of premium pricing. Gini…
- Identifying and managing agency owner burnout
In this episode, Chip and Gini discuss the prevalent issue of burnout among agency owners. They explore the different types of burnout, including cyclical and long-term burnout, and offer strategies to identify, cope with, and prevent it.…
- Agency owners review 2024 performance, assess outlook
In this episode, Chip and Gini discuss the latest quarterly SAGA owner survey, which provides a mixed bag of results for agencies. They explore key findings, including the cautious optimism displayed by respondents, concerns about economic…
- Preparing your agency for an uncertain future
In this episode, Chip and Gini discuss what agency owners can do to weather the current climate of economic uncertainty and potential recession. They suggest preparing for different economic scenarios by creating best, neutral, and worst c…
- Choosing the right exit strategy as an agency owner
In this episode, Chip and Gini explore strategies for agency owners contemplating an exit plan. They discuss the importance of planning and the different options available, depending on the agency’s size and structure. They talk about the…
- Managing remote workers without micromanaging
In this episode, Chip and Gini discuss the ongoing challenge of managing remote workers in the PR and marketing agency world. Five years after most agencies leaned in to remote or hybrid work models, many owners and managers continue to st…
- Using AI the right way for agency biz dev
In this episode, Chip and Gini discuss the practical uses and pitfalls of AI in agency lead generation and business development. They criticize the common misuse of AI for impersonal, high-volume outreach, which often results in off-puttin…
- What freelancers should know before they become agency owners
In this episode, Chip and Gini discuss the transition from being a freelancer to an agency owner. They delve into the common fears and challenges associated with hiring employees and emphasize the importance of having structured processes…
- How to get your team the mentorship they need
In this episode, Chip and Gini discuss the importance of mentorship for small agency employees. They explore various approaches including informal and formal mentorships, organic development of mentor-mentee relationships, and bringing in…
- AI no threat to agency employees learning fundamental skills
In this episode, Chip and Gini discuss the complaint from owners that AI is preventing junior employees from learning how to do their jobs the right way. They refute arguments that AI is detrimental to learning the fundamentals, comparing…
- The value of getting satisfaction from client work
In this episode, Chip and Gini discuss the importance of satisfaction from the work you do for clients, both for agency owners and their teams. They explore how satisfaction can drive motivation, the significance of setting boundaries with…
- Should your agency pivot to a new focus amid economic shifts?
In this episode, Chip and Gini address the topic of pivoting for small agencies in response to changing economic and political climates. They discuss the importance of evaluating whether to switch niches, cautioning against overreacting to…
- Should your small agency be subcontracting for larger agencies?
In this episode, Chip and Gini dive into the topic of agencies doing subcontracted work for other agencies. Both share their personal experiences of starting and growing their businesses through such work. They discuss the advantages, such…
- Mastering client staffing for small agency success
In this episode, Chip and Gini tackle the challenges of staffing, particularly in response to landing a large contract. They discuss a Reddit user’s question about managing a $2 million account and emphasize the importance of involving key…