Onur Ibrahim joined IconicShift to find a new way of
providing advertising services, but instead was inspired to found a
new type of digital agency - Commino - that wants to change the way
advertising agencies work.
A broken model
Onur was working at an advertising agency when he joined an
IconicShift mentoring programme. His initial aim was to find a new
way of providing advertising services, with the hope that he could
influence change in the industry from the inside.
Onur said: "Being on IconicShift made me realise that the agency
model as we know it is broken. Advertising businesses are not
structured to support their clients. Agencies are built to only
make money when they over resource internal staff. Once I came to
this conclusion I resigned from my agency job and started
A new way
Commino is a new type of digital agency, that wants to change
the way companies and agencies work together and create value.
Commino lives to help its clients acquire customers at a lower
cost, retain more customers and drive measurable levels of loyalty
- by positioning and communicating its clients' products, services
and brands as a useful and important part of their customers'
"Our aim is to provide true value and start with the end
customer first in all dealings. Our clients always feel like they
are totally taken care of. Most other advertising agencies think
very differently. They only make money by keeping their staff busy
and working them to the grindstone. Most agencies do not think far
beyond the customer acquisition and awareness generation phases and
don't try to understand their clients' business needs or how the
end customer will find value in the deliverable.
"Our business model allows us to see and plan further ahead,
this allows our clients to remain further ahead of the
Innovative, profitable, focussed
"Working with Mike and learning the IconicShift methodology has
helped me to plan and tackle business planning and strategy. I have
been able to articulate my business purpose clearly and realise it
through a clear roadmap. I no longer lack innovative ideas to keep
my business ahead of the competition. I know how to clearly and
purposefully separate ends from means and deliver on them whilst
balancing the emotions, logic and effort required to maintain
leadership and prioritise activities.
"Commino went from zero to profitable and employing six
contractors all within 12 months of working with IconicShift and as
a result of implementing the IconicShift architecture. I have no
shortage of new customers and partnerships with people that want to
work with my company. IconicShift has shown me how to be more
focussed and spend my time on the things that really matter whilst
delegating other tasks to the right people."
For more information: Commino.co.uk