This Book Delivers Wake-Up Call for Agency Leaders

In an industry where agencies routinely work harder for less money while margins shrink and talent burns out, Co:definery CEO and founder Robin Bonn delivers a provocative and optimistic thesis: the problem isn't too many agencies - it's that most agencies are virtually indistinguishable from each other.

His new book, ‘Market of One: How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage’, directly challenges the conventional wisdom that agency commoditisation is inevitable. Instead, Bonn argues that despite feeling trapped in what he calls “The Big Grind”, all agencies have the opportunity to be meaningfully differentiated.

“Too many agencies make it easy for clients to commoditise them because they look, sound and act the same,” said Bonn, who leads Co:definery, a specialist consultancy responsible for repositioning close to 150 agencies. “To stand out in a sea of sameness, you can’t rely on generic claims based on capabilities, 'creativity' or people being your 'biggest differentiator.’”

Grounded in five core principles, ‘Market of One’ describes how agencies can become so differentiated that their competition becomes irrelevant. Extending beyond superficial expression, it offers a more comprehensive model where agency uniqueness is evident everywhere - from culture and behaviours, to process, pricing and restructured client relationships.

With the rise of AI threatening legacy revenue streams, the book’s message is especially timely. It challenges traditional best practices and provides practical alternatives for embedding lasting change and energising the entire agency team.

Offering optimism and a clear roadmap, ‘Market of One’ is essential reading for any agency leader looking to stand out, win more and command a premium.