#210: Co-Founders of X&O, Brett Banker and Eric Segal

Breaking and Entering Advertising Podcast

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