Create your Market of One. The Agency Market isn’t Oversupplied; it’s Under-Differentiated with Robin Bonn from Co:definery

In this GYDA Talks, Rob talks to Robin Bonn, CEO and founder of Co:definary a specialist consultancy helping agencies reimagine differentiation to scale faster, command a premium, and attract top talent. With 25 years’ experience driving growth for global networks, independents, and start-ups, Robin has advised some of the world’s most renowned agencies and led pitches for brands including Spotify, Microsoft, and Ford. He is also an executive coach, Marketing Week columnist, founding co-chair of BIMA’s CEO & Leadership Council, mentor for SheSays, author of Market of One, and host of The Immortal Life of Agencies podcast.

Rob and Robin discuss:

• The challenges agency leaders face, including slow growth, low-profit margins, and talent retention issues, alongside the democratising impact of AI on agency capabilities.

• The concept of reframing "niching" as "focus" and emphasised that true differentiation comes from deep understanding, not just sector specialisation

• The importance of a mindset of possibility and self-responsibility for agency leaders to find joy and fulfilment in their work.