The Hidden Value: Why Work Shouldn't Be Free Tired of giving away work for free? So are X&O founders Eric Segal and Brett Banker. In this clip, the ad agency veterans break down why agencies and creatives need to stop undervaluing their work. Spoiler: there’s always someone willing to do it for free, but that doesn’t mean you should. Learn why saying “this isn’t free anymore” is the game-changer the creative industry needs. 💸💥