{"id":9146,"date":"2025-09-10T01:25:26","date_gmt":"2025-09-10T05:25:26","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/09\/10\/will-agencies-dare-to-be-different\/"},"modified":"2025-09-10T09:29:38","modified_gmt":"2025-09-10T13:29:38","slug":"will-agencies-dare-to-be-different","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/will-agencies-dare-to-be-different\/9146\/","title":{"rendered":"Will Agencies Dare to Be Different?"},"content":{"rendered":"

To capitalise as AI reinvents the industry, agencies must reject generic rhetoric and embrace deeper differentiation.<\/em><\/h1>\n

By Robin Bonn, CEO of agency positioning specialists, Co:definery, and author of “Market of One” and hosts The Immortal Life of Agencies podcast<\/em><\/p>\n\n\n\n\n\n

You\u2019ll remember the famous scene in Monty Python\u2019s Life of Brian<\/em> where a crowd gathers for Brian\u2019s sermon, chanting in unison: \u201cWe\u2019re all individuals!\u201d<\/p>\n\n\n\n\n\n\n\n

I\u2019m reminded of this every time agency leaders claim \u2018creativity\u2019 as their USP. Time after time, it gets framed as \u2018what sets us apart\u2019, our \u2018special sauce\u2019 and, most puzzlingly, \u2018the industry\u2019s differentiator\u2019.<\/p>\n\n\n\n\n\n\n\n

Although creativity is our industry\u2019s collective heart and soul, clearly it can\u2019t be everyone\u2019s point of difference. Unfortunately, when it comes to describing what they do, agencies have a bad habit of tying themselves in knots.<\/p>\n\n\n\n\n\n\n\n

If you\u2019ve ever wasted hours debating whether to say that you\u2019re \u2018award-winning\u2019 or \u2018strategic\u2019, then you know exactly what I mean.<\/p>\n\n\n\n\n\n\n\n

And now AI has served up a fresh flavour of word soup. Does it really<\/em> matter whether you\u2019re \u2018AI-powered\u2019, \u2018built for the AI era\u2019 or an \u2018AI-driven organisation fuelled by human ingenuity\u2019?<\/p>\n\n\n\n\n

Recognise the stakes<\/strong><\/h2>\n

Now, of course your AI chops are an important differentiator (at least for now), but as per your creative skills, just saying so won\u2019t help you stand out. As the old saying goes \u2013 don\u2019t tell me you\u2019re a comedian, just make me laugh.<\/p>\n\n\n\n\n\n

And let\u2019s be clear, \u2018standout\u2019 isn\u2019t just a nice-to-have \u2013 trading on category generics makes you a commodity. Once you\u2019re indistinguishable other than by price, you\u2019re in a race to the bottom \u2013 and there are no awards for winning that one.<\/p>\n\n\n\n\n\n\n\n

Happily, this isn\u2019t just about avoiding commercial oblivion. AI-led disruption is already extending beyond efficiency into almost unimaginable change \u2013 from search habits to personalisation throughout the customer experience. Emerging client needs offer agencies an unprecedented growth opportunity.<\/p>\n\n\n\n\n

Realising the AI opportunity <\/strong><\/h2>\n

Being well-placed to capitalise as AI matures should be priority number one for every agency leader. But you need to take a position on how things will play out.<\/p>\n\n\n\n\n\n

Client requirements are already forming two distinct tiers \u2013 shed-loads of cheap, automated \u2018good enough\u2019 content, alongside a lower volume of high-end, human-created work that can and should command premium pricing.<\/p>\n\n\n\n\n\n\n\n

Your agency can thrive in either or both of these markets, but not if you\u2019re stuck in the middle \u2013 too expensive to compete with automation, too indistinct to justify decent fees.<\/p>\n\n\n\n\n\n\n\n

As the disruption increases, the stakes will rise for clients. Existing corporate risk aversion will only grow. So unless you offer a clear solution and specific reasons to choose you, you\u2019ll keep losing out to agencies that do.<\/p>\n\n\n\n\n\n\n\n

Needless to say, \u2018we\u2019re different \u2013 we\u2019re creative\u2019 won\u2019t cut the mustard.<\/p>\n\n\n\n\n

Reframe the problem<\/strong><\/h2>\n

So, where should you start? I\u2019ll let you into a secret. Many of your competitors believe that in a crowded market, all this stuff about straplines, positionings and propositions doesn\u2019t actually make that much difference.<\/p>\n\n\n\n\n\n

Instead they claim \u2018our people are our differentiator\u2019 \u2013 implicitly (and ironically) outing themselves as disbelievers in the power of brand. And by the way, if you\u2019ve ever shrugged and exclaimed \u201ccobblers\u2019 children!\u201d, then I\u2019m talking to you too.<\/p>\n\n\n\n\n\n\n\n

The idea that standout isn\u2019t viable in an oversupplied market is as dangerous as it is pervasive. In fact, the agency market isn\u2019t oversupplied, it\u2019s just under-differentiated. Believing the former locks you into victimhood, inviting cost-conscious clients to dictate their terms. But embracing the latter empowers you to lead the way.<\/p>\n\n\n\n\n\n\n\n

Just look at Liquid Death. Remember, it\u2019s just water \u2013 literally the same as dozens of competitors \u2013 but recently valued at $1.4bn. As their VP of Creative Andy Pearson once said: \u201cWhen everyone else says the same thing, that\u2019s the best possible brief to create a category of one.\u201d<\/p>\n\n\n\n\n

Get clear on where you win<\/strong><\/h2>\n

Agencies\u2019 safety-in-numbers buzzword bingo is dangerous. Fearfully hoping to appeal to everyone is no longer just an unhelpful habit, it\u2019s become an existential threat. As AI polarises demand, defaulting to this non-strategy is the road to ruin.<\/p>\n\n\n\n\n\n

No wonder progressive agencies are applying their creative superpowers to their own business model. As well as decoupling pricing from time spent, they\u2019re swapping superficial slogans for ownable points of difference that appeal to discrete target audiences.<\/p>\n\n\n\n\n\n\n\n

Once you define the problems you solve and for whom, your people can show-up as focused experts not hopeful generalists. You move from indistinguishable to indispensable. That competitive advantage enables you to stand out, win more and charge what you\u2019re worth.<\/p>\n\n\n\n\n\n\n\n

Step one is to reject the herd mentality and decide where you excel. As Graham Chapman\u2019s Brian of Nazareth rightly said, \u201cYou\u2019ve all got to work it out for yourselves.\u201d<\/p>\n\n\n\n\n\n

About the Author<\/strong><\/p>\n\n\n\n\n\n

Robin Bonn is the CEO of agency positioning specialists, Co:definery<\/a>. He’s also the author of Market of One<\/em><\/a> and hosts The Immortal Life of Agencies<\/em><\/a> podcast.<\/p>\n","protected":false},"excerpt":{"rendered":"

Once you define the problems you solve and for whom, your people can show-up as focused experts not hopeful generalists.<\/p>\n","protected":false},"author":7,"featured_media":9147,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9146","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nWill Agencies Dare to Be Different? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/will-agencies-dare-to-be-different\/9146\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will Agencies Dare to Be Different?\" \/>\n<meta property=\"og:description\" content=\"Once you define the problems you solve and for whom, your people can show-up as focused experts not hopeful generalists.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/will-agencies-dare-to-be-different\/9146\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-10T05:25:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-10T13:29:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/Will-Agencies-Dare-to-Be-Different.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Will Agencies Dare to Be Different?\",\"datePublished\":\"2025-09-10T05:25:26+00:00\",\"dateModified\":\"2025-09-10T13:29:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/\"},\"wordCount\":854,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/09\\\/Will-Agencies-Dare-to-Be-Different.png\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/will-agencies-dare-to-be-different\\\/9146\\\/\",\"name\":\"Will Agencies Dare to Be Different? 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