Overview

‘Physician, Heal Thyself!’ Market of One is a long overdue challenge to why an industry which prides itself on differentiating its clients’ brands is so averse to differentiating its own. - Rory Sutherland, Vice Chairman Ogilvy UK The best way to beat the competition is to not have any - to find a space no-one else can occupy. Market of One is a roadmap to get your agency to that rarefied place. - Greg Hahn, Co-Founder, Mischief @ No Fixed Address The agency market isn’t oversupplied – it’s under-differentiated Market of One is the essential guide for agency leaders who refuse to compete on price and instead want to stand out, attract better clients and build a renowned, high-margin business. By breaking free from so-called ‘best practice’ in positioning, culture, sales and pricing, you’ll inspire your team, improve your work and create an agency that your competitors envy. Packed with candid truths, powerful reframes and just enough healthy scepticism, Market of One offers you a step-by-step roadmap that’s both strategic and personal – blending commercial insights with the practical realities of agency life. It’s your opportunity to design the agency you’ve always wanted to run. Robin Bonn is the CEO of Co:definery, one of the world’s leading consultancies specialising in agency positioning. From renowned global networks, to the world’s top independents, he’s repositioned close to 150 agencies and coached dozens of senior leaders. He’s also the host of The Immortal Life of Agencies podcast and a columnist for Marketing Week.

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9781788607360

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Robin Bonn is the CEO of Co:definery, a specialist consulting and coaching business that helps agencies create their own 'Market of One' - enabling them to accelerate growth, command a premium and attract the best talent in the market. He’s worked with many of the world’s best-known agencies - from indies like AnalogFolk, Stink Studios and MSQ, to network agencies including DDB, UM, McCann and MullenLowe. Robin also hosts The Immortal Life of Agencies - the podcast that adds a bit more positivity around the business of running an agency. A 25-year veteran of the agency space, he’s also a Marketing Week columnist, the co-chair of BIMA’s Future Growth Council and a mentor for SheSays, supporting women and non-binary people in the creative industries.

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