Undifferentiated and Under Pressure: Robin Bonn on Redefining Agency Advantage in a “Sea of Sameness”…
Robin Bonn, founder of the UK-based consultancy Co:definery, has never been one to shy away from hard truths. And his new book—Market of One: How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage— does just that. In a climate where ad agencies are being asked to deliver more, faster, and for less, he argues the problem isn’t oversupply… It’s under-differentiation.
For Bonn, agency commoditization isn’t inevitable. It’s a byproduct of sameness—of playing by outdated rules that prioritize hustle over strategy, and scale over uniqueness. Market of One is part manifesto, part practical playbook, offering agency leaders a bold yet actionable path to redefining their value and escaping what Bonn calls “The Big Grind.”
“Too many agencies make it easy for clients to commoditize them because they look, sound, and act the same,” he writes.
The antidote? Deep, authentic differentiation—not just in messaging, but in culture, process, pricing, and relationships.
A Plan for Change
The book lays out five principles to help agencies reclaim clarity, confidence, and control:
- Believe in Better – Commit to growth by design, not by default.
- Define Your Dream – Replace vague ambition with focused vision.
- Craft Your Narrative – Tell a strategic story that resonates inside and out.
- Walk the Walk – Make your difference tangible in everything you do.
- Reap the Rewards – Build sustainable growth that attracts clients, talent, and premium pricing.
Rather than adding more “content” to an already saturated industry conversation, Market of One reframes it. Robin Bonn doesn’t ask agencies to tear everything down; instead, he helps them build on what’s already working– just more intentionally.
His approach is rooted in his experience repositioning nearly 150 agencies, from global networks to breakthrough independents. And it’s shaped by a coaching philosophy that links agency growth to personal growth.
A Timely Wake-Up Call …
With AI disrupting traditional revenue models and client expectations rising, the book’s message is urgent. Robin Bonn calls on leaders to rethink the very metrics of success: “Growth isn’t just about getting bigger. It’s about getting better.”
He emphasizes, “That includes having the bravery to say no, refocusing on high-value relationships, and rethinking how agencies sell— not just what they sell.”
In other words: The goal isn’t just to win more business. It’s to win the right kind of business—on the agency’s terms.
More Than a Strategy—A Mindset Shift
What makes Market of One stand out is its optimism. While it doesn’t shy away from industry challenges—shrinking margins, procurement pressures, talent burnout—it offers a credible path forward. One where agencies define their own category, rather than competing in someone else’s.
Bonn’s challenge to the industry is as practical as it is philosophical: “You don’t need to be the best agency in the world. You need to be the best agency for a particular kind of client. And you need to be able to prove it—consistently.”
To learn more from Robin Bonn about how an agency can stand out in a “sea of sameness,” watch the video interview on Internationalist Marketing TV (IMTV) on YouTube by CLICKING HERE..
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In our conversation, we discuss the following:
- Let’s start with the title—Market of One. What does it mean, and why is it such a powerful concept for agencies today?
- What motivated you to write this book now, which you call part manifesto and part how-to guide? Was there a breaking point or key insight that made you realize the traditional agency model needed a rethink?
- You talk about rewriting the rules of agency growth. What are the most outdated “rules” agencies still cling to?
- I love your quote: “The agency market isn’t oversupplied, it’s just under-differentiated.” It’s not easy for agencies today, whether they are independents or part of a network. Is the answer really that simple? And why don’t more agencies focus on differentiation?
- Let me follow on that thought… How can an agency actually differentiate in a sea of sameness? Isn’t everyone claiming to be ‘different’?
- You discuss building a competitive advantage without compromising on quality or “racing to the bottom.” What are some real examples where agencies have successfully done this?
- You often discuss the importance of believing in better, defining your dreams, and achieving greater clarity and a focused strategy. Could it be that straightforward? Especially when most agencies spend so time getting their clients to think that way… why can’t they?
- You also challenge the idea of scale for scale’s sake. What’s a better way for agencies to think about growth or ambition?
- How should agency leaders start making meaningful changes without losing clients or team confidence?
- What’s the most critical mindset shift agency founders need to embrace to become a ‘Market of One’?
- How do procurement teams or corporate marketers react to this kind of radical differentiation?
- How can agency leaders foster a culture that supports this kind of strategic bravery?
- You mention the importance of saying ‘no’ more often. Why is that so hard for agencies, and what happens when they do?
- If more agencies adopted the Market of One mindset, how do you think the industry would evolve?
- What advice would you give a new agency founder just starting today? What should they avoid at all costs?
- Can in-house agencies benefit from this advice, or are they a “different kettle of fish”?
- I find that writing is always an act of discovery, especially self-discovery. Did anything surprise you while writing this book? Or did your perspective shift during the process?
- You’ve been a vocal critic of typical agency conventions for years. How has the reaction to your thinking evolved?
Listen to Robin Bonn discuss how agencies can become so differentiated that their competition becomes irrelevant and to The Internationalist’s entire Trendsetters podcast series here on iHeartRadio’s Spreaker or wherever you download your podcasts.
Looking Ahead
For new agency founders, in-house teams, and seasoned leaders alike, Market of One is both a call to arms and a guide to lasting change. It’s about making differentiation a lived reality— not just a tagline. And it’s about believing, finally, that better is possible.
As agencies confront growing complexity and competition, Robin Bonn’s message is refreshingly clear: stop trying to win by being everything to everyone. Start by becoming essential to someone. That’s how you create a market of one.
About Robin Bonn
Robin Bonn is the CEO & Founder of Co:definery, a specialist consulting and coaching business that helps agencies figure out what they’re uniquely good at and how to sell their work at a premium.
For 25 years, he has driven agency growth for global networks, independents, and start-ups across emerging and traditional disciplines. He’s repositioned close to 150 agencies and advised many of the world’s best-known shops – from indies like AnalogFolk, Amplify, Stink Studios, and MSQ, to network agencies including DDB, UM, McCann, and MullenLowe.
In his agency career, he led winning pitches for Spotify, P&G, Experian, ITV, Microsoft, Skype, Facebook and Ford, among others.
Robin Bonn also hosts The Immortal Life of Agencies – the podcast that adds a bit more positivity around the business of running an agency.
He also serves as an executive coach, founding co-chair of BIMA’s CEO & Leadership Council, and mentor for SheSays, a global network for creative women and non-binary people. He has also served on the IPA’s New Business Committee and the Direct Marketing Association’s Agencies’ Council.
