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Partnership is one of the most overused terms in our industry. Go to any agency website, and you will see all of its client and vendor partners. (I wonder if Google knows just how many "partnerships" it's in right now.) But, let's keep it real here, folks: Most of these so-called partnerships are simply garden variety customer-product (or service) relationships. Just because you're engaged in a business deal with another company doesn't necessarily mean you're a partner.