Michael Kassan helped put the Consumer Electronics Show (CES) on the map, and now he’s back with a new company to help pave the way for the next wave of the conference.
While Kassan has been attending the show for nearly 40 years, he began speaking and calling on high-profile thought leaders about 18 years ago under his own name. As head of MediaLink, Kassan has brought together those at the forefront of technology with top marketers and brands.
Early last year, Kassan parted ways with his former company and UTA amid series of trialsbut eventually he started his own business, 3C companies. The three Cs are “consult, convene and co-invest,” according to Kassan, and the “convene” part is what CES is about: bringing people together to share ideas, not just party over new technologies.
“For me, it was never about the party. It’s always about the substantive side of this, which is when you bring industry leaders together in a sort of check your guns at the door approach,” Kassan told ADWEEK .
With 3C Ventures, Kassan hopes to continue capturing the magic of the CES moment, with thought leadership in mind, even as MediaLink remains has a big presence at the convention.
Being at CES is important to 3C Ventures, as the company said it fosters meaningful introductions leading to transformative partnerships. For Kassan and his company, it’s not just about networking, but also about guiding the best path to meaningful collaboration.
MediaLink isn’t having an opening party, as it used to, and 3C Ventures is stepping in. Rather than a big party, the company, in partnership with iHeartMedia, Pinterest and Publicis Sapient, is hosting a formal sit-down dinner with a conversation with author Malcolm Gladwell.
“I decided, since I wrote this plan almost 20 years ago, to rewrite it,” Kassan said. “The idea of a mosh pit didn’t appeal to me as much as it used to, so I decided to continue as it started with a more intimate sit-down dinner.”
Thought Leadership and Celebrating Innovation
3C Ventures appears to be at the center of transformative discussions at CES, bringing together leaders and innovators to shape the future of advertising, entertainment and technology. It’s a concept that Kassan believes has made CES a flagship industry event, alongside Cannes Lions.
“Over the years I have been able to present some very compelling speakers: Sir Lucian Grange; David Zaslav; Marc Benioff; Alan Jope, then CEO of Unilever; Sir Martin Sorrell – and we were able to demonstrate our ability to attract the public,” Kassan said.
Kassan will host several panels starting Tuesday at CES. One will focus on the video landscape, looking at audience retention, the growing role of AI, and the fragmentation of video experiences, with panelists Jeffrey Katzenberg of WndrCo and Joe Marchese of Human Ventures . Another panel discusses streaming as a brand performance channel with Krishan Bhatia from Amazon Ads.
Kassan will also be the focus of a panel discussion with Katzenberg and May Habib, CEO of the genAI Writer platform, as well as a one-on-one conversation with Anjali Sud, CEO of Tubi, both on Wednesday.
The Wednesday sessions are part of the “3C Ventures Presents the Shelly Palmer Innovation Series Breakfast.” Consultant Palmer will provide insight into the impact of AI on business and society in a keynote address. The day will end with a conversation with Linda Yaccarino, CEO of X.
Kassan believes that many discussions at CES will shift to AI as well as the M&A landscape.
“Going back to the definition of the 3Cs, the “co-investment” side is our work in mergers and acquisitions. With so much M&A right now and private equity going on – and diligence opportunities looming – it’s going to be a busy year, and we can already feel it,” Kassan said.
