CONTACT

Create your Market of One

Co:definery are the agency positioning specialists.

We believe that the agency market isn’t oversupplied – it’s just under-differentiated. 

If you believe the former, you’re hostage to fortune. But if you embrace the latter, then you can change the world. 

Once your ideal clients see you as tangibly different, you can accelerate growth, command a premium and attract the best talent in the market.  

Since 2016, Co:definery has advised and coached close to 150 agencies – from revered holding company brands and PE-backed groups, to the world’s leading independents.

We help you deploy your unique expertise, experience and beliefs in a way that your competitors cannot match. In effect, you create your own marketplace – or as we call it, your ‘Market of One’.

Accelerate from good to great

Agencies are running lean and having to do more for less. There are fewer retained relationships, shorter client tenures and more frequent re-pitches. And now AI is decimating the billable hour and redefining ‘value’. 

Consistent growth is elusive and three challenges are ever-present.

  • Top line growth is too slow – Lead generation is a slog, pitching is a lottery and account growth is a struggle
 
  • Defending the bottom line is a battle – Procurement pressure is intense, project wins are loss-leaders and over-servicing is rife
 
  • Talent is a constant issue – Hiring is painful and your superstars are at risk of burnout
 

The consequences are not good. Each lost pitch costs hundreds of thousands of pounds. You’re also leaving millions on the table in untapped client growth. And replacing top talent costs you yet more time and money – and it disrupts fragile client relationships.

Thankfully there is a better way.

HOW WE WORK
"'Everything I need, I am' is a tough concept to self affirm daily in todays world. Having someone in the room shaping what you are already saying into structured and actionable steps that confirm this to be true is a real gift."
Sheryl Marjoram, CEODDB Group Sydney
Sheryl Marjoram, CEO
"As a coach, what I appreciated most was Rob's ability to ask simple, yet thought-provoking questions, empowering me to transition from a state self-awareness to a one of self-actualization. I came away with a framework that was both applicable and actionable in real time, and one I that I continue to put into practice everyday"
John Harris, President & CEOWorldwide Partners Inc.
John Harris, President & CEO
"Co:definery is behavioural science in motion. If you’re brave enough to be nudged; if you can see the need for the industry or your team to be nudged, then you’ll get it. If you don’t, you won’t. If you can’t face into the fact that your proposition isn’t unique and your business model doesn’t need help: don’t call them. If you’re open, and curious and full of wonder as to what we can learn about agency growth, then call them asap"
Sheryl Marjoram, CEOMcCann London
Sheryl Marjoram, CEO
"Agencies find it hard to commit to the sacrifice needed for differentiation. Co:definery brought objective expertise, experience and structure - and created a safe space for exploration. By focusing on strategy before execution, we improved the quality of our conversations and came away with the momentum and confidence that we needed"
Laurence Green, Executive PartnerMullenLowe
Laurence Green, Executive Partner
"Stink Studios offers a broad variety of services across our global network. Client needs are ever-evolving, and we wanted to ensure that we're showing up in today's global market with as much clarity as possible. It can be difficult to read the label from inside the jar, so we hired Co:definery to provide an external viewpoint on how we express our unique value. The process of working with them felt both creative and commercially driven, and we've come out of it with some useful insights that we're excited to put into action"
Mark Pytlik, Global CEOStink Studios
Mark Pytlik, Global CEO
“Co:definery helped us translate our business mission into a clear narrative for our entire customer experience. Disarming, intuitive and direct, Robin immediately understood how the wider business and organisational context was affecting our decision-making and why we were struggling. We continue to apply his advice and recommendations”
Ete Davies, MDAnalogFolk
Ete Davies, MD
"I just wanted to say how much the team enjoyed and valued the Agency Transformation Roadmap process. Making change is difficult and people often don’t really like it. It was through the collective diagnostic and solutioning exercises that we achieved internal buy-in and enthusiasm from the senior team. They are now psyched and geared up to make these changes. You and the Curve guys did a fabulous job"
Fred Moore, COOMatter of Form
Fred Moore, COO

Latest articles

View all
July 20, 2025
AI threatens the agency landscape – make sure your key partners thrive
Read more
July 15, 2025
When it comes to AI and agency positioning, clients demand clarity
Read more
July 5, 2025
Change is mandatory when it comes to agency growth
Read more
June 20, 2025
The virtuous circle of deep differentiation
Read more