Leeds-based agency Definition has launched a new business model and market positioning as part of a wider strategy to meet rising demand for specialist marketing and communications support in complex and technology-driven sectors.

The new model brings together Definition’s existing brand, marketing and communications services with expanded capabilities in AI technology, training and consultancy. It aims to offer clients more integrated support across internal and external communications, with a particular focus on the financial services, B2B, education, and public sector markets.

Definition employs nearly 100 specialists across the UK and delivers work for more than 300 clients in 23 countries. Clients include Amazon, HSBC, Lego, the Cabinet Office and Network Rail. According to the agency, 20% of its current client base now engages multiple service lines, a figure it expects to grow in line with its repositioning.

The business, which has grown through the acquisition of specialist consultancies, is also building on its existing AI credentials. In 2023, it became the UK’s first agency to launch a secure AI suite for marketing professionals. A new enhanced version of the platform, designed to support in-house teams, is due to launch in September.

CEO Louise Vaughan said the move reflects ongoing shifts in the agency landscape, where clients are increasingly seeking targeted expertise and measurable impact. Industry data from McKinsey, the World Federation of Advertisers and the IPA points to growing demand for specialist partners, as more generalist functions move in-house.

Vaughan commented: “The pace and complexity of today’s market require us to keep evolving by combining the best new technologies with specialist insight and creativity to solve our clients’ toughest challenges.”

The agency’s new positioning, under the banner of ‘Unforgettable Impact’, marks a consolidation of Definition’s capabilities across research, strategy, creative, AI, PR, internal comms, and training, with an emphasis on scalable delivery and strategic transformation.