Create your Market of One

Co:definery is a specialist consulting and coaching practice for agency businesses. 

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

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

Once your ideal clients see you as tangibly different, then 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 – of all shapes, sizes and geographies. 

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.

Latest articles

April 4, 2025
Why ‘distinctive’ agencies get lost in the crowd
March 17, 2025
Beware the Positioning Carousel
December 12, 2024
Omnicom and IPG: An open letter to the CEOs of your agencies
October 12, 2024
The business case for creating your Market of One