7th July 2025
Laurence Green interviews Robin Bonn about rewriting the rules and creating a lasting competitive advantage
Episode 36
Laurence Green
Director of Effectiveness, IPA
To celebrate the launch of Robin’s book, Market of One, this special episode features a Freaky Friday-style role reversal, with IPA Director of Effectiveness Laurence Green in the interviewer’s chair and Robin answering the questions.
Unpacking the exhausting ‘Big Grind’ that many leaders feel, Robin unpacks how agencies can break out of so-called ‘oversupply’ and build a more profitable and fulfilling model.
He and Laurence also explore how AI is dramatically accelerating the need for agencies to raise the bar on what ‘differentiation’ means. There’s also time for Robin to provide real-time feedback on Laurence’s own agencies, prior to his role with the IPA. No pressure.
HIGHLIGHTS:
[03:06] Why ‘Market of One’ and why now
[11:38] Why ‘oversupply’ is a lie
[21:26] Where lasting competitive advantage comes from
[24:59] Happy leader, happy agency
[31:36] What agencies get wrong about ‘specialization’
[39:24] From strapline superficiality to lasting change
[42:42] How differentiated was Laurence’s own agency?
Previous episodes
Going deep on decision-making
Episode 58
Olivia Morley & Brian Wieser
Co-hosts, Agency Business
Making it ‘worth it’
Episode 57
Luke McKelvey
CEO, MIRIMAR
A rallying cry for brilliance
Episode 56
Richard Huntington
Former Chief Strategy Officer, Saatchi & Saatchi London
Why female ownership matters
Episode 55
Christy Hiler
CEO, Cornett
Excellence as usual
Episode 54
Tyler Turnbull
Global CEO, FCB
What’s in a name?
Episode 53
Zihla Salinas
CEO, Yes&
Culture, entertainment and commerce
Episode 52
Jarrod Moses
Global CEO, UEG
Unpacking the ‘Power of One’
Episode 51
Loren Grossman
Global CSO, Publicis Groupe
Comedy’s greatest ad agency
Episode 50
Haley Hunter
Co-founder, Party Land
Building modern legends
Episode 49
Jaime Robinson & Lisa Clunie
Co-founders, JOAN
The AI-enabled creative renaissance
Episode 48
Andrew Swinand
CEO, Inspired Thinking Group (ITG)
A balanced take on indies vs HoldCo.s
Episode 47
John Harris
President & CEO, Worldwide Partners Inc.
Bringing contagious positivity
Episode 46
Karen Martin
CEO, BBH London & Dublin
Evolving the business of creativity
Episode 45
Guy Wieynk
Global CEO, AnalogFolk Group
Scaling culture at pace
Episode 44
Dimi Albers
CEO, Dept
Retaining the soul of creativity
Episode 43
Mark Figliulo
Founder, FIG
The power of ownership
Episode 42
Rania Robinson
CEO, Quiet Storm
Pioneering a new agency model
Episode 41
Luke Smith
CEO, Croud
The alchemy of modern media agencies
Episode 40
Richard Morris
CEO, UK and EMEA, IPG Mediabrands
Standing up for the next generation
Episode 39
Tesa Aragones
CEO, The Americas, AKQA
The hidden goldmine of B2B
Episode 38
Valerie Beauchamp
VP Global Head of Agency Development and Marketer Education, LinkedIn
Reinventing your passion
Episode 37
Armando Turco
President, Mojo Supermarket
Coaching for commercial growth
Episode 35
Maureen Falvey
Lead Coach & Trainer, Strong Training & Coaching
Differentiating your client experience
Episode 34
Allen Adamson
Co-Founder, Metaforce
Subscribe to
Believe in Better
Our regular newsletter helps your agency stand out and grow faster. Packed with new thought pieces and our latest podcast episodes.
"*" indicates required fields
Our regular newsletter helps your agency stand out and grow faster. Packed with new thought pieces and our latest podcast episodes.
