Instead of a holding company model X 37 is a cooperative model in both mission and action. We partner with like-minded agencies to provide the industry with an alternative to the “Big Five”. We operate a series of seven principles in a spirit of openness, honesty and transparency.


A True Alternative

The advertising industry has always struggled with media planning and buying. Should it be a department in a creative agency? In-housed with clients? Or live as an independent entity? The industry is obsessed with continually exploring new business models that are fundamentally flawed because these models are largely aesthetic, and the promises made in the boardroom never translate to the day to day work.

Many inter-agency partnerships are doomed to failure because agency or holding company needs are put ahead of the clients themselves. We are different from other types of companies, because we have learned that partnerships should only operate for the benefit of the work.


Clients that partner with X 37 companies receive some of the following benefits:

·      Boutique agencies with collective scale

·      Senior level attention from founders/owners

·      Fast, flexible dedicated teams

·      Full financial transparency

·      Media buying customized to clients vs. catered to a holding company


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