Under the Hood of Michael Kassan’s MediaLink Rival 3C Ventures

.article-native-ad { border-bottom: 1px solid #ddd; margin: 0 45px; padding-bottom: 20px; margin-bottom: 20px; } .article-native-ad svg { color: #ddd; font-size: 34px; margin-top: 10px; } .article-native-ad p { line-height:1.5; padding:0!important; padding-left: 10px!important; } .article-native-ad strong { font-weight:500; color:rgb(46,179,178); }

Take your media strategy to the next level at Mediaweek. Cultivate new media partnerships and gain tools to standout across platforms from experts at Youtube, Peloton, LTK and more. View agenda.

If you’re finding it tough to keep up with the UTA and Michael Kassan’s mud-slinging, don’t worry we’ve got you covered.

If you haven’t already read ADWEEK’s cover story interview with Kassan, then you might not know that he’s been quietly plotting his next move: 3C Ventures.

Kassan has claimed the consulting firm has already signed 10 clients. And the firm is prepared to leverage Kassan’s vast connections while pushing beyond the services he installed at MediaLink.

In this episode of Yeah, That’s Probably an Ad, ADWEEK brand editor Rebecca Stewart sits down with editor-in-chief Ryan Joe to discuss what he and Kassan spoke about, what 3CV’s debut means for the industry and why his departure from MediaLink has captured Ad Land’s attention.

Stream the new episode below, listen and subscribe on Apple Podcasts, or find it on Spotify.

Four key takeaways

3CV will go where MediaLink did not.

Kassan shared with Joe that one of the differences between 3CV and his work with MediaLink is that he could now go into areas like Merchant Banking where he was not allowed to go with MediaLink. The outcome of how successfully Kassan will be able to meet his lofty aspirations for 3CV is yet to be determined.

But 3CV’s right to exist as a MediaLink competitor will be questioned in an arbitration hearing.

After Ascential purchased MediaLink in 2017, it was sold to United Talent Agency in 2021. Kassan’s business practices and handling of company funds have led to today’s public legal dispute. There will be an arbitration over whether Kassan’s employment was terminated for cause by UTA over allegedly misappropriating at least $2.3 million, or if Kassan quit.

This also marks a new chapter for UTA-owned MediaLink.

Joe confirms this will be a big test for the advisory firm and whether the power of MediaLink is Michael Kassan and his connections.

The public’s interest in the Kassan Versus UTA story shows the power of a personality-driven narrative.

Stewart and Joe draw comparisons between the story of Michael Kassan and that of WPP founder Martin Sorrell, who left under a cloud of misconduct allegations and accusations of misusing company assets. The situations lead to a lot of speculation, scandal and media interest, but traditionally the industry is fueled by these larger-than-life figures at the top who look to leave lasting legacies behind.