#42: Building a differentiated agency — with Robin Bonn of Co:definery

Welcome to Agency Business. This week, Olivia and Brian interview Robin Bonn, founder of Co:definery and host of The Immortal Life of Agencies. Robin advises agency leaders on positioning, growth strategy, and differentiation to help them define what makes their business truly distinct in a changing market.Robin explains why so many agencies confuse positioning with packaging, how differentiation goes deeper than branding, and what it really means to specialize in today’s post-capability world. Robin discusses why “being different” can’t just be a tagline, how independents can leverage scale through precision, and why culture — not just creativity — determines an agency’s staying power.We hit on the dangers of sameness, the tension between consolidation and client-centricity, and how artificial intelligence is accelerating long-needed shifts in pricing, productization, and agency business models.In News of the Week:WPP Media’s North America CEO departs.General Motors shifts its marketing org, combining communications and marketing under one leader.Omnicom–IPG to consolidate creative agencies and create a conflict agency to manage client overlaps.Subscribe to the Agency Business newsletter for episode notes and analysis. It’s free and drops every Monday.Reach OutAgency Business features agency CEOs and financial decision-makers alongside third party experts including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color.📬 Pitch a guest or inquire about sponsorships:📩 Brian at [email protected]📩 Olivia at [email protected] Madison and Wall and FusionFront Media on LinkedIn for updates.Explore Our Other Podcasts:📊 The Madison and Wall Podcast – Brian opens up about his latest work — plus crucial economic, financial, and industry trends.🎬 Screen & Sponsor – Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.