Agency Business #42: Building a differentiated agency — with Robin Bonn of Co:definery
12 snips
Oct 13, 2025 Robin Bonn, founder and CEO of Co:definery, specializes in repositioning agencies and is also the host of The Immortal Life of Agencies. He delves into the common confusion between positioning and branding, emphasizing that true differentiation runs deeper. Bonn discusses how independent agencies can leverage scale and cautions against the dangers of sameness. He explores how AI is transforming agency business models and stresses the importance of culture in determining long-term success. For Bonn, being truly differentiated means more than just a catchy tagline.
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Uncommon's Radical Client Filter
- Uncommon Creative Studio launched into a crowded London market and succeeded by being distinct.
- They only work with clients committed to changing the game, which galvanizes both client and agency.
Market Is Under-Differentiated Not Oversupplied
- The market isn't oversupplied, it's under-differentiated; differentiation creates opportunities.
- Agencies that write their own rules can attract clients committed to transformative work.
Specialization Comes In Many Forms
- Specialization isn't just industry verticals; it can be scale, capability focus, or client type.
- Any clear specialization becomes a form of differentiation clients can buy into.
