Founder, secretary, envelope licker

Co:definery was founded by Robin Bonn. Unusually, he’s spent his whole career in new-business – and never fallen out of love with it. Even more unusually, he’s plied his trade across a whole bunch of disciplines, from service design and creative technology, through editorial content and video production, to CRM and consultancy.

Along the way, he’s succeeded – and ballsed it up – at start-ups, global networks and independents gearing up to sell. He’s led winning pitches for the likes of Skype, Eurostar, Fujitsu, Experian, Spotify, P&G, ITV, Microsoft, Facebook and Ford, to name a few. And he’s pretty sure he’s won more than he’s lost.

He’s a former member of the IPA’s New Business Group and Direct Marketing Association’s Agencies’ Council and an alumni of author and former IPG Chief Growth Officer Kevin Allen’s ‘Hidden Agenda’ program. He’s also a mentor – or ‘man-bassador’ – for SheSays, an organisation helping women rise to the top of the creative industries.

Having been hired a bazillion times to tear up new-business and start again, he launched Co:definery when he realised that agencies really are their own worst enemies. They claim to do everything, despite clients seeing straight past the jazz-hands. And they keep churning out the same generic new-business plans, wondering why they always get what they always got.

Co:definery is designed to cut through all that.