X&O

Calling it like we see it. Stay tuned for Part Two. And Three. And so on. Til the BS stops.

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

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

"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.

Couldn't have said it better ourselves.

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

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 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

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

Do we think it's stupid that 'Brands have long been iffy about allowing agencies to promote their work'? Yes. Do we think it should be more about providing the insight and answers that unlock brand and business growth than credit? Also yes. But if an agency does the latter for a brand, why not give em an old public pat on the back? #advertising #marketing #attaboy