Robin Bonn

Robin Bonn

Founder at Co:definery
Manchester, United Kingdom

About me

Unusually, I've spent my whole career in new-business – and never fallen out of love with it. Even more unusually, I've plied my 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, I've succeeded – and ballsed it up – at start-ups, global networks and independents gearing up to sell. I've led winning pitches for the likes of Skype, Eurostar, Fujitsu, Experian, Spotify, P&G, ITV, Microsoft, Facebook and Ford, to name a few. And I'm pretty sure I've won more than I've lost.

I'm 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. I'm 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, I launched Co:definery when I 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 cuts through all that. Working in short bursts to fix only what's broken, we help you create your own bespoke model for new-business, designing your entire agency experience around genuine passion and expertise.

If any of this sounds like your agency, I’m on


‘Who’s Yr Momma’ mentor
March 2016 - Present (5 years 5 months)
SheSays is an award-winning organisation running free mentorship and events to women in the creative industries. Why? Because we all want to see more women at the top.
September 2010 - Present (10 years 11 months)
Co:definery is a new-business management consultancy. We believe that clients desperately need deep expertise from agencies. But you’ll never prove your worth by relying on generic so-called ‘best practice’ new-business.

Using principles of Design Thinking, Co:definery helps agencies create their own bespoke new-business model – delivering tangible change via short sprints, without the painful navel-gazing.

Then you’ll win more often, with less effort, and have more fun doing it.
Director of Marketing & Business Development
London, United Kingdom
March 2015 - May 2016 (1 year 2 months)
Data/tech-savvy content agency. Disruptive consultancy role to create a new proposition and narrative, launch a profitable native advertising platform and help prepare the business for their sale to OLIVER agency. Developed a focused strategy and target list, we went to market with smart thought leadership, set-up CRM, defined qualification criteria, built a pipeline, implemented a client-focused pitch methodology and created a full suite of reports.

From a standing start, we had immediate results – becoming Homebase and Ford’s UK content agency of record, defined a new roster category for P&G, secured consultancy roles with ITV and Pearson plc, won Facebook’s video content business and successfully pitched our native advertising platform to the likes of Spotify, Johnson & Johnson, Microsoft, Just Eat and Lumia.
Business Development Director
September 2012 - March 2015 (2 years 6 months)
170-strong and turning over £20M, Seven was one of the UK's leading content marketing agencies. Because people prefer authentic brands, we helped clients deliver on their brand promise every day and everywhere - we called it 'Keeping Brands Real'.

Big newbiz successes included Electrolux, Experian and Fujitsu, plus being International Content Marketing Award Grand Prix winners in 2012 and 2014.
Business Development Director
Code Worldwide
February 2011 - September 2012 (1 year 7 months)
Code are Creative Technologists.

Our technology enabled marketers to save money, increase revenues and make their lives easier. We did this by creating platforms and automating processes that improved our clients’ businesses in ways they often hadn’t envisaged.
Business Development Director
London, United Kingdom
March 2010 - July 2010 (4 months)
Board level role responsible for new business and marketing as well as driving growth from existing clients. Key wins included American Express, Butlins, BP and RICS.
Committee member
IPA New Business Group
2006 - March 2010 (4 years 2 months)
Helping all member agencies win more business, more efficiently. Sharing best practice and creating a better understanding of how to hire, train and deploy new-business people.
DMA Agencies Council
February 2009 - February 2010 (1 year)
Elected to help ensure DMA member agencies enjoy substantially greater commercial success than non-member agencies.
Marketing & Sales Director
Edinburgh, United Kingdom
July 2007 - February 2010 (2 years 7 months)
Wins include Skype, Eurostar, UNICEF, Philips and HP. Awarded Marketing Magazine's Direct Agency of the Year 2009.
New Business Director
London, United Kingdom
December 2005 - June 2007 (1 year 6 months)
Top 20 relationship marketing agency. Established new-business function from scratch, reporting into the CEO. From a standing start, we created a new-business culture, confidence and momentum throughout the agency.
New Business Manager
London, United Kingdom
May 2002 - December 2005 (3 years 7 months)
Devise and deliver new business plan: create opportunities, close business, manage accounts. Key wins include L'Oreal, Philips and Furniture Village.
Sales Director
OuterEye Limited
March 2001 - May 2002 (1 year 2 months)
Digital agency working with Sony Playstation, V&A Museum and DEFRA.
Major Account Manager
Phoenix IT Services
September 1998 - March 2001 (2 years 6 months)
Value-added reseller for Silicon Graphics visualisation hardware
London, United Kingdom


BSc Cell Biology

Sir Henry Floyd Grammar School

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