Intro

In this episode of The Innovative Agency, Sharon Toerek chats with Brett Banker, founder of X&O, a hybrid agency-consultancy that blends the creative strengths of agencies with the strategic approach of consultancies. Brett shares his transition from traditional agency roles to launching X&O and offers practical insights into the importance of owning and monetizing intellectual capital. The conversation explores why agencies must shift beyond execution and time-based models to build sustainable, value-driven businesses.

What you will learn in this episode:

How agencies can elevate profitability by monetizing ideas and intellectual capital, not just execution.
The value of transitioning from time-based billing to models focused on creative output and strategy.
Why agencies need to protect their intellectual capital to enhance client relationships and drive growth.
Insightful ways to blend agency creativity with consultancy thinking for stronger business models.
Key strategies to ensure your agency builds long-term value through ownership of creative concepts.
Practical advice on how to position intellectual property as a core asset during client engagements.
How Brett’s hybrid agency-consultancy model offers new pathways for profitability and sustainability.

Bio

Brett Banker is Co-Founder of X&O. Powered by its secret, anonymous network of super senior talent from brands and agencies, X&O draws inspiration from the movie Reservoir Dogs to ‘name’ their talent that are brought in to tackle specific and sticky brand challenges in 1-3 week sprints, serving as a CMO’s secret weapon.

Brett and Co-Founder Eric Segal have established a network of the industry’s best talent including former CSOs and CCOs, former Heads of Innovation at a Fortune 100 Company, a Forbes Top 50 CMO, and a Creative Director previously named the best in the world.

The expert group, which operates under anonymity using pseudonyms similar to Reservoir Dogs, works in one-to-three-week sprints to tackle any range of issues including strategy, naming, upstream innovation, brand platform development, campaign launches and on-off creative wins. Clients get 3 ideas, by 3 experts in just 3 weeks. In some cases, X&O works alongside ad agencies to fill in the space that agencies can’t handle.

Resources:

Website: https://heyxo.co/
LinkedIn Personal: https://www.linkedin.com/in/brett-banker-721b36b8/
LinkedIn Business: https://www.linkedin.com/company/xo-co/

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