"STOP GIVING YOUR SH*T AWAY FOR FREE!" exclaims our Co-Founder Brett Banker at the Ad Age Small Agency Conference. After a raucous round of applause, Brett continues, "And yet, you all won't stop. Because [that potential new business win] is like heroin. Which I've heard feels good and makes you want it more and more..." Thanks for having us out to discuss new agency models and compensation structures. We said our piece. If anyone who was there or wasn't there wants to keep the conversation going, holler. #advertising #smallagency #payme
X&O
Marketing Services
Montclair, NJ 1,552 followers
BIG IDEAS AT PACE FROM INDUSTRY EXPERTS AND OFFICERS.
About us
A new 'agency' model built to deliver big ideas at pace. Creative and strategic vision setting from expert thinkers in 1-3 week sprints.
- Website
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www.heyxo.co
External link for X&O
- Industry
- Marketing Services
- Company size
- 11-50 employees
- Headquarters
- Montclair, NJ
- Type
- Self-Employed
- Founded
- 2022
Locations
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Primary
148 Christopher Street
Montclair, NJ 07042, US
Employees at X&O
Updates
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Calling it like we see it. Stay tuned for Part Two. And Three. And so on. Til the BS stops.
How many of these B.S. ad industry fallacies do you still believe in? Big ideas take time. Advertising was an art. Advertising is a science. Ego is a creativity enemy. Advertising creates desire. More people = better results. Repetition is key to retention. Repetition is key to retention. Repetition is key to retention. Awards = creative excellence. Traditional advertising is dead. Industry jargon is professional. AI is going to take over marketing. If it can't be tracked it's not useful. We know why ad campaigns work. Cool office spaces foster creativity. Bigger budgets = better campaigns. Brainstorming sessions= best ideas. People have shorter attention spans. Speaking at conferences = expertise. Weekends are for catching up on work. Sleep is a luxury in the advertising world. Viral potential is a valid campaign objective. If you said no to at least 20 of these, then you can work with us. X&O 😘 #NoBS #NotAnAdAgency P.S. Did I miss any? Let us know, and maybe we'll include them in the next list. #advertising #marketing #businesssolutions
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Sure, you can start an agency simply because you want to own your own sh*t. But it's even more rewarding if you've got a vision for something you just can't shake. To those questioning if they should start something up, we say yes. The upside on all fronts - financial, creative, personal - is just too good. And there's always another 'job' out there if it doesn't stick. Ad Age | Lindsay Rittenhouse #startup #founder #letitrip
I talked to 18 agency founders and experts who offered tips on how to start your own agency, in an age where it seems an endless stream of ad execs are forming their own independent shops. Where do you start? How do you register your business? What resources do you need? What should you expect? Execs answered these questions and more:
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CMO: Wait? Why won’t you be our Agency of Record? X&O: Well, for starters, we are not an agency. CMO: OK, fine, consultancy. Whatever. X&O: Actually, we are not a consultancy either. CMO: What are you then? X&O: We're like the baby they had together. A network of experts built to get to bigger ideas faster. CMO: Ok, then why won't you become our Baby-Network-of-Experts of Record? X&O: Because the whole ‘Of Record’ thing needs to die. CMO: Die? That’s a bit dramatic, don’t you think? X&O: Ever hear of Darwin? CMO: Yes. X&O: What was his biggest lesson? CMO: Adapt or die. X&O: Right. The AOR model was invented in the 50s and 60s. Is marketing your business or your business for that matter the same as they were in the 60s? CMO: No. X&O: So why do we still do it the same way? CMO: What's wrong with the AOR model? My team of 20 is always there for me. X&O: Regardless of whether your business is on fire or a moment of chill - CMO: Yes - X&O: Or whether the data dictates you pivot CMO: Right. X&O: Or whether culture begs you to respond quickly- CMO: I see where you’re going… X&O: It’s slow, hierarchical and talent-burning and cash-burning. Agendas change, market conditions evolve, culture-defining events happen. And yet the team you turn to for answers stays exactly the same. CMO: So what's the alternative? X&O: Build the best team for your money whether in-house, consultants, fractionals, agencies or combination thereof. Don’t spend it all in one place. There’s too much talent out there to be tied down. Surround yourself with the best brains for the task at hand. CMO: For each project? X&O: Isn't each project different? CMO: I guess so. But it’s easier to one stop shop. X&O: Who would you prefer to do heart surgery? A heart surgeon? Or Your General Practitioner? CMO: The Heart Surgeon. X&O: And would you choose the surgeon by their skill or by which hospital they were affiliated with? CMO: Well, my insurance… X&O: Ok, pretend like insurance didn't matter. CMO: I wish. But yeah, in that case, of course I’d pick them based on their skill. X&O: The same goes for marketing. Let the experts expert. Surround each challenge with the appropriate minds. Problems are best solved by those suited for them, not who’s available. CMO: I get it. But you’re asking us to rethink everything. X&O: Isn't that what you're asking your customers to do? CMO: You're hired. X&O: For? CMO: This project. Not for everything. X&O: Now we’re talking. XOXO #notanadagency #newmodel #advertising #marketing
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"Nothing says 'we're adapting to the future' quite like axing your most experienced talent." To our 'restructured' and newly minted super senior freelance friends, come on in, the water's warm.
Nothing says 'we're adapting to the future' quite like axing your most experienced talent. Because who needs institutional knowledge or leadership when you can have chaos and short-term savings? Bravo big agencies and holding companies for your commitment to 'restructuring' - that magical euphemism for 'we have no idea what we're doing, so let's shuffle the deck chairs on this sinking ship.' After all, nothing says 'nimble and innovative' like a workforce of fresh-faced interns led by... absolutely no one. Keep those senior creative pink slips coming! X&O is more than happy to scoop up your discarded visionaries with years of experience and, ahem, client relationships. - X&O p.s Link to the article in the comments. #AdIndustryExodus #TalentLiquidation #WhoNeedsExperienceAnyway #advertising #marketing #communication #newmodels
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X&O reposted this
https://lnkd.in/eDgH8XkR 83% of marketers said that in-housing creative is better than outsourcing from a cost perspective. 61% said outsourcing was better for creative quality. Problem is finding an outside agency partner who will actually partner with your in-house agency. We were built from day one to not only navigate but complement this rising trend. #agency #partnership #playniceoutthere
Why more marketers are in-housing creative
adage.com
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https://lnkd.in/eDgH8XkR 83% of marketers said that in-housing creative is better than outsourcing from a cost perspective. 61% said outsourcing was better for creative quality. Problem is finding an outside agency partner who will actually partner with your in-house agency. We were built from day one to not only navigate but complement this rising trend. #agency #partnership #playniceoutthere
Why more marketers are in-housing creative
adage.com
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Why do our experts remain anonymous? Three reasons. 1. All ideas get presented without bias on an even playing field 2. We don't lose time negotiating talent fit ("They seem great, but they've never worked on toilet paper before") 3. It gives our people the freedom to be unencumbered, honest and take big swings #advertising #marketing #supersecrethandshake
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Look at these tools. Eric Segal talks about the importance of finding a killer partner in Brett Banker in the latest edition of Tools of the Trade. Thanks to ADWEEK Kyle O'Brien. https://lnkd.in/eYt_pXfP
Tools of the Trade: Eric Segal of X&O
adweek.com