X&O’s Model for Pressured CMOs: Key Findings
With 43% of CMOs citing resource constraints as a leading obstacle, brands are increasingly questioning whether traditional agencies can meet today’s demands.
That’s according to PwC’s May 2025 Pulse Survey, which found that internal pressures, from resource constraints to decision delays, are blocking strategy execution.
And with pressure mounting to do more with less, brands are turning to faster, leaner models.
One such model is X&O, an 'anti-agency' that uses a sprint-based, expert-led approach to help brands tackle complex challenges quickly and decisively.
Founded by former agency and Fortune 100 veterans, X&O rejects the slow, bloated agency model in favor of focused, CMO-aligned execution that protects time, budget, and ideas.
In an exclusive interview with DesignRush, X&O founder Brett Banker breaks down:
- The core of X&O’s sprint model
- How they earn client trust without giving ideas away
- What other agencies and brands can learn from their results-driven approach
“Our model isn’t arbitrary," Banker says.
"It’s the product of experience, designed to get to the strongest work, fastest. One that protects the work, timeline, and sanity of everyone involved.”
Plus, he reveals the top barriers holding brands back, and how to dismantle them with structure, speed, and senior talent.
Who is Brett Banker?
Brett Banker is the co-founder of X&O and a veteran of nearly 25 years in marketing and advertising. Before launching X&O, he served as Managing Partner at Anomaly, leading work for brands like the NFL, P&G, Panera, MLB, and Pfizer. His career has focused on solving complex brand challenges and building creative cultures and now, he’s channeling that experience into reimagining how agencies should work.
Align on Values Before Creative Work Starts
Strong creative is rooted in the chemistry and alignment between partners. At X&O, every relationship begins with a simple, strict filter.
“The three most important qualities we look for in a partnership are: Ambitious. Decisive. Kind,” Banker says.
These are operational requirements that make the agency’s fast-paced model work. Working with decision-makers from day one is also key.
“We only work top-to-top,” he adds.
Banker emphasizes the importance of removing approval bottlenecks early. With the right mindset and the right people in the room, the path to great work becomes much clearer.
Protect Your Ideas and Be Transparent About Pricing
In marketing, ideas are the currency, and giving them away for free devalues the work.
X&O learned this firsthand when they saw their pitched concept reappear in a campaign from a client that passed on them. This experience reshaped their approach permanently.
They no longer do speculative work. Instead, they treat their ideas as intellectual property and set clear terms from the start.
“This industry is built on IP and ideas, that’s our value,” Banker says.
Transparency is also core to their model. X&O publishes its rates, removing ambiguity and setting expectations early.
“We are honestly honest with how we charge,” he adds.
This openness builds trust and reduces friction in negotiations.
Build Speed Into Your Agency Model by Design
Speed is engineered into the model. This structure allows X&O to solve brand problems in a fraction of the time traditional agencies require.
“We match our experts with the project based on expertise and not based on availability,” Banker explains. “The ideas come fast and from a super high level.”
“We just created a creative campaign for Verizon. The entire thing, from idea to airing, was done in a little over four weeks. That’s unheard of in the ad industry,” he says.
Unlike legacy agencies bogged down by staffing grids and lengthy approvals, X&O’s sprint model allows for rapid execution without sacrificing quality.
They trust their experts, avoid redundant meetings, and move directly into solutions.
Replace AOR Thinking with Flexible, Expert Solutions
X&O doesn’t play by legacy agency rules. They don’t pitch, they don’t overstaff, and they don’t aim to be a traditional agency-of-record.
Instead, their model, coined “Answers On Repeat,” offers senior talent on demand for projects that need high-caliber thinking fast.
Some clients are referrals, others take a chance after reading about the agency.
But the pattern is consistent: clients come with a focused challenge and X&O responds with speed and expertise.
“They had a specific problem or challenge and we were able to solve it quickly and effectively by bringing in the right experts and letting them expert,” Banker says.
Because they skip the bloat, X&O can deliver solutions “before a large agency can even call a meeting to discuss the assignment.”
That kind of efficiency is why brands like Coca-Cola, HBO Max, and Alibaba keep coming back.
Use Structure, Speed, and Trust to Compete at a Higher Level
Brands are under pressure to deliver more with less, and the old agency playbook can’t keep up.
X&O proves that when structure is designed for speed and trust, creativity thrives.
They’ve stripped away bloated teams, process-heavy timelines, and layers of approval. The result is a model where high-level talent tackles problems in real time.
“We’re so anti-agency that we’ve renamed ‘AOR’ to Answers On Repeat,” Banker says, half-jokingly.
But the message is serious: the traditional agency system is broken, and it’s time for something better.
Their approach is more effective. Because clients work directly with decision-makers and senior talent, X&O delivers solutions that are both quick and high impact.
For brand leaders and agency founders alike, the takeaway is how structure isn’t the enemy of great work: it’s what makes it possible.
What Can Brands & Agencies Takeaway?
X&O offers a bold alternative: a lean, expert-driven model built for speed and clarity. Banker and his team have shown that the future of agency work lies in smart structure, trust, and decisiveness.
For marketing leaders navigating tight timelines and shifting demands, the X&O model presents a blueprint for a more efficient, impactful way to work.
If you're a brand looking for a partner that delivers fast, strategic work without the bloat, check out our top creative agencies on DesignRush.
