In a world where many agencies still count success in six-minute increments, Graham Goodkind, founder of Frank PR, offers a radically different perspective: success comes from selling ideas over billable hours. As featured on the Stories and Strategies podcast, Graham’s 25-year journey proves that when you focus on results, not time sheets, you unlock not just profitability, but creativity and joy in the work.
The Origins of an Idea-Led Model
Inspired by the late high jumper Dick Fosbury, who revolutionized his sport by going over the bar backward, Graham built Frank PR with a “be a Dick” mindset: do things differently. From day one, Frank PR rejected time sheets and hourly billing. Instead, they charged for creative value and outcomes. As Graham put it, “If you can come up with a brilliant idea for me that’s going to transform my business, I don’t care how long it took you.”
Results Speak Louder Than Hours
Frank PR’s approach has paid off. Over 25 years, the agency has generated around £110 million in revenue with an average 30.8% profit margin. This isn’t by accident. Clients stick around because of the impact Frank delivers, not because of time logged. Graham emphasized that when you consistently meet or exceed expectations, you earn loyalty and bigger budgets, without ever referencing hours spent.
Adapting to an AI-Accelerated World
With AI tools like ChatGPT now speeding up creative processes, the old argument that time equals value is even weaker. Graham shared how Frank PR uses AI as a creative catalyst, not a replacement. It helps dissect briefs, spark ideas, and improve efficiency. A standout campaign Graham praised was O2’s AI-powered “Granny Daisy” bot, designed to waste phone scammers’ time—a brilliant example of using AI for both social good and media attention.
Culture and Creativity Thrive Without Clocks
Graham believes that freeing staff from the tyranny of time tracking creates a more vibrant, enjoyable workplace. Frank PR’s “Flexi Frank” policy lets employees leave early or take breaks once their work is done. As Graham says, when you’re producing great ideas and getting results, “it doesn’t feel like work.”
For agencies looking to thrive in a rapidly changing industry, Frank PR’s story is a compelling reminder: selling ideas over billable hours isn’t just brave—it’s better business.
Listen to the full episode here: Selling our Value – Not our Time from the Stories and Strategies Podcast