271. Monetizing Ideas and Intellectual Capital Effectively, with Brett Banker

The Innovative Agency

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/