Create your
Market of One

Co:definery are the specialists in positioning and business transformation for marketing services companies. 

The old rules no longer apply. To accelerate growth and command a premium in a disrupted market, you need a new model. 

It’s time to create your own unique category – or as we call it, your Market of One.
What we do
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NEW PODCAST EP
How to reposition your indie
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Make yourself irreplaceable

It’s madness out there, but your biggest hurdle isn’t AI, procurement, big tech or in-housing – it’s agency commoditisation. 

Happily, the agency market isn’t oversupplied – it’s just under-differentiated. And once you’re liberated from being one of many, you can finally charge what you’re worth.

Being in a Market of One makes you the obvious choice for your ideal clients when they’re facing a specific challenge. 

You become an irreplaceable trusted advisor – unlocking breakthrough work, sustainable growth and a healthy culture. 
Act now

Go further faster

Dramatic disruption demands new strategies, models and pricing. Rueful references to “cobblers’ children” aren’t going to cut it. 

Since 2016, we’ve helped reinvent over 150 agencies – across all sizes, disciplines, geographies and ownership models. 

Our clients include global networks like McCann, AKQA and UM, PE-backed indies like VCCP and MSQ, as well as leading indies like Amplify and AnalogFolk. 
Diagnostic Questionnaire
Assess whether your agency is already in a Market of One.
Heal thyself
Business Case Calculator
Quantify the commercial impact of creating your Market of One
Do the math
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The International Bestseller

Market of One

How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage
Packed with candid truths, powerful reframes and just enough healthy skepticism, Market of One is your opportunity to design the agency you’ve always wanted to run.
Find out more
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Client testimonials

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Callum Thompson
Designer
Cal
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"We hired Co:definery to help us define our flagship digital experience company, MSQ DX. This aligned two of our UK businesses with our newly acquired German agency and gave us the scope to build in further regions in the future. As well as aligning stakeholders and cultures with careful sensitivity, they also really challenged our senior leadership to create - and prove - an ambitious positioning around 'commercial impact'. Since launch, MSQ DX has been a standout performer for the group. We couldn't be happier with the work that Co:definery did."
Ben Rudman
Executive Director
MSQ
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"We called Co:definery when we were heavily reliant on a single client and struggling to drive the growth we needed. Their process was really collaborative. They brought together different perspectives and personality types, helping us reposition with clarity and conviction. This galvanised the whole studio - from growth leads to tech architects! - around a shared sense of 'we're in this together'. Co:definery have been instrumental in us switching on 'growth mode' and diversifying our client base."
Philip Wright
Managing Director
AKQA Leap
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"Co:definery shone a light on what a positive, commercial future looks like for TRO. Through their 'Market of One' process, they helped us evolve long-held heritage into a compelling, future-ready experiential proposition. Their approach is forensic, progressive and deeply invested in how agencies perform tomorrow. And the impact was immediate, sharpening our commercial focus and giving our teams the confidence to show up more consultatively with clients. Smart thinking, grounded advice, and a genuinely collaborative experience throughout."
Andrew Orr
Managing Director
TRO
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"Working with Co:definery has been genuinely transformational for us. I was actually surprised by just how successful our new positioning has been. Having got everyone aligned on the thinking as well as the implementation, the change in our new-business performance has been night and day."
Jamie Clifford
Managing Director
iCrossing
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Specialists in positioning and business transformation for marketing services companies.
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