Apr 15 2024 40 mins
This week, we interviewed Eric Segal and Brett Banker, founders of X&O, a unique company that defies the traditional advertising agency framework.
Operating from New Jersey, Segal and Banker discuss their long-term partnership, the genesis of X&O, and how their model differentiates from typical agencies by focusing on employing a network of experts and officers for specific client challenges. They dive into the principles of agility, expertise, and speed in delivering strategic and creative roadmaps for clients, emphasizing their no-hierarchy, project-based approach.
X&O collaborates with clients and other agencies, often working anonymously to solve complex problems quickly and efficiently. The discussion also covers how X&O’s model could impact aspiring advertisers and the evolving landscape of the advertising industry.
00:00 Welcome to the Breaking and Entering Advertising Podcast
00:23 Introducing X&O: A New Breed of Agency
02:52 The Unique Model of X&O Explained
04:14 The Expertise and Structure of X&O
07:22 Collaboration and Project Dynamics at X&O
09:59 The Anonymity Principle and Creative Process
13:17 Client Projects and Showcasing Work
16:16 Reflecting on Creative Control and Validation
18:54 Unlocking the Talent Pool: The Shift in Advertising Talent Dynamics
20:04 The Pandemic's Impact on Work-Life Balance and Talent Mobility
21:00 Breaking and Entering: A New Era for Aspiring Advertisers
24:16 From Traditional Paths to New Opportunities: Personal Career Journeys
27:50 The Power of Asking and the Importance of Instinct in Advertising
31:30 Exploring New Business Models and the Future of Agency Pitches
34:06 Final Thoughts and How to Connect