Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with Michael Kassan, founder and CEO of 3C Ventures. 

In this conversation, recorded at CES 2025, they discuss the evolution of CES’s C Space, the impact of AI on marketing, the changing agency landscape, and the evolving role of CMOs. Michael shares insights on content creation, commerce, and his vision for 3C Ventures’ future.

“The technology of AI is the technology of yes. The question is, I’m not sure any of us know the right questions to ask yet. That’s the challenge,” he says on the podcast.

3C Ventures has grown significantly since its launch in mid-2024, hiring 25 people and exceeding its initial revenue goals. Previously, Michael played a pivotal role in transforming CES’s C Space into a major marketing destination, growing the marketing community’s presence from virtually zero to approximately 15,000 attendees annually.

Key takeaways:

[05:16] The Birth of C Space at CES — Michael shares how he transformed CES from a pure technology show into a major marketing event through the creation of C Space. Starting with docent-led tours 20 years ago, he saw an opportunity to bring the marketing community to CES, leading to what is now approximately 15,000 marketers attending annually. This initiative began with Brand Matters, which evolved into the current C Space, making CES a crucial tentpole event in the marketing industry.

[08:46] AI’s Impact on Marketing’s Future — Michael draws parallels between AI and the dot-com era, noting a crucial difference: while .com often solved non-existent problems, AI addresses real efficiency needs. He provocatively states: “I’m a believer that at the beginning, it’s gonna enhance your job. Ultimately, it’s gonna replace your job.” This perspective emphasizes the transformative potential of AI in reshaping marketing roles and responsibilities.

[11:45] Agency Landscape Evolution — Discussing recent agency consolidations, Michael reveals his early predictions about industry changes. He introduces his three-word formula for success: “fragmentation, consolidation, and efficiency.” He explains why the Omnicom-IPG merger makes sense and predicts continued consolidation while highlighting new opportunities for independent agencies, especially in performance marketing.

[13:31] The Content-Commerce Connection — Michael emphasizes the inseparable relationship between content and commerce, referencing his early work in connecting Hollywood with Madison Avenue. He argues that traditional interstitial advertising is becoming less effective, making brand-owned content increasingly crucial. This perspective builds on his decades-long advocacy for integrating entertainment and marketing.

[15:54] Understanding the CEO-CMO Dynamic — Building on a question from Seth Matlins, Michael discusses the frequent disconnect between CEOs and CMOs. He emphasizes the importance of aligning responsibility with authority: “I always believe one of the greatest causes of ulcers and heart attacks in business is responsibility without authority. So if you look at your CMO and say you’re responsible for driving x, y, and z, does that person have the levers that they need to drive it?”