Leadership and Growth: Insights by Michael Kassan, founder and CEO of 3C ventures
Welcome to this episode of the Podcast Marketing Vanguard. Today, Jenny Rooney speaks with Michael Kassan, Founder and CEO of 3C ventures.
In this conversation, recorded in these 2025, they discuss the evolution of space C of these, the impact of AI on marketing, the landscape of the changing agency and the evolutionary role of CMOs. Michael shares information on content creation, trade and his vision of the future of 3C Ventures.
“AI technology is yes. The question is that I am not sure that we do not yet know the right questions to ask. This is the challenge, ”he said on the podcast.
3C ventures has increased considerably since its launch in mid-2014, hiring 25 people and exceeding its initial income targets. Previously, Michael played a central role in the transformation of space C of these into a major marketing destination, passing the presence of the marketing community from practically zero to around 15,000 participants per year.
The main dishes to remember:
[05:16] The birth of space C to CES – Michael shares the way he transformed these of a pure technology program into a major marketing event through the creation of the space C. starting with tours led by docts 20 years ago, he saw the ‘Opportunity to bring the marketing community to CES, which has led to what is now around 15,000 marketing specialists annually. This initiative began with brand issues, which have evolved towards the current space C, making these a crucial trait event in the marketing industry.
[08:46] The impact of AI on the future of marketing – Michael establishes parallels between the AI and the Dot-Com era, noting a crucial difference: although .com has often resolved nonexistent problems, AI responds to the real needs of efficiency. He provocally declares: “I am a believer that at the beginning, it will improve your work. In the end, this will replace your work. This perspective emphasizes the transformer potential of AI in the reshaping of roles and marketing responsibilities.
[11:45] Evolution of the agency landscape – Discussing the recent agencies of agencies, Michael reveals his early predictions on changes in industry. He presents his three -words formula to succeed: “Fragmentation, consolidation and efficiency”. He explains why the Omnicom-IPG merger is logical and predicts continuous consolidation while highlighting new opportunities for independent agencies, especially in performance marketing.
[13:31] Content trade connection – Michael underlines the inseparable relationship between content and trade, referring to his first work in the connection of Hollywood with Madison Avenue. He maintains that traditional interstitial advertising becomes less effective, which makes content belonging to the brand increasingly crucial. This perspective is based on its plea several decades for the integration of entertainment and marketing.
[15:54] Understand the dynamics of the CEO -CMO – Based on a question from Seth Matlins, Michael discusses the frequent disconnection between CEOs and CMOs. He underlines the importance of aligning responsibility with authority: “I always believe that one of the largest causes of ulcers and cardiac crises in business is responsibility without authority. So, if you look at your CMO and say that you are responsible for driving X, Y and Z, does this person have the levers he needs to drive him?
