3C Ventures’ Michael Kassan: AI Ranks Among ‘Three Most Important Technological Advances’ In 50-Year Career
CANNES, France — Artificial intelligence represents a generational shift comparable to mobile telephony and the internet, driving a veteran industry executive off the sidelines and into a consultancy built to help companies navigate marketing’s most transformational moment.
“Over the arc of my career, which has been 50 years since I finished graduate school, the three most important technological advances would be the introduction of mobile telephony, the PC and the internet era and AI,” Michael Kassan, CEO of 3C Ventures, told Beet.TV at Cannes Lions. “For me personally, I couldn’t be on the sidelines during this one.”
This conviction shaped 3C Ventures’ rapid scaling around practical experience combined with deep consultative capability — a deliberate mix of major consulting firm talent that Kassan says elevates the work product for clients navigating complex marketing decisions.
Cannes evolved from creativity fest to industry hub
Kassan traces Cannes Lions’ transformation from a creative awards festival into a comprehensive industry gathering across 26 years of personal involvement, crediting client arrival as the pivotal moment that drew the entire ecosystem.
“About 26 years ago, I accidentally showed up at the Cannes Lions because I was on vacation in the region. And I saw what is still at the core of this event, a festival of creativity,” Kassan said. “The progression was Cannes for the creatives. I showed up and said, ‘Wait, you should be here from the media side of the business.’ Then the digital players showed up and then Jim Stengel made the decision at Procter & Gamble to show up. And once the clients came, then everybody came.”
This year’s edition reflects that evolution through sheer volume — more people, topics, beaches, conferences, and speaking opportunities than ever before.
Efficiency defines Cannes value proposition
Five days of concentrated relationship building and business development across the entire marketing ecosystem creates unmatched efficiency that justifies the event’s growing complexity and scale.
“There’s a proliferation of opportunity here. The efficiency that one gets spending five days in one place and being able to cover all the ground you can, I’ve always believed efficiency matters,” Kassan said. “There’s no place more efficient if you do it right.”
Consultative model meets navigation demand
3C Ventures fills a gap at the intersection of marketing, media, advertising, entertainment, sports, and technology — the same navigational role Kassan pursued throughout his career, now amplified by AI transformation demands.
“There was a need for a navigational order at the intersection of marketing, media, advertising, entertainment, sports and technology,” Kassan said. “That opportunity right now in the wake of what is arguably the most transformational moment I’ve ever experienced — I have more people at 3C that are former McKinsey, Bain, BCG than I do in my previous company. Maybe that says something about how I’m looking at it.”
You’re watching Beet.TV’s coverage of Cannes Lions 2026, produced in collaboration with NYSE. For more videos from this series, please visit this page.
You can find all of our coverage from Cannes Lions 2026 here.
CANNES, France — Artificial intelligence represents a generational shift comparable to mobile telephony and the internet, driving a veteran industry executive off the sidelines and into a consultancy built to help companies navigate marketing’s most transformational moment.
“Over the arc of my career, which has been 50 years since I finished graduate school, the three most important technological advances would be the introduction of mobile telephony, the PC and the internet era and AI,” Michael Kassan, CEO of 3C Ventures, told Beet.TV at Cannes Lions. “For me personally, I couldn’t be on the sidelines during this one.”
This conviction shaped 3C Ventures’ rapid scaling around practical experience combined with deep consultative capability — a deliberate mix of major consulting firm talent that Kassan says elevates the work product for clients navigating complex marketing decisions.
Cannes evolved from creativity fest to industry hub
Kassan traces Cannes Lions’ transformation from a creative awards festival into a comprehensive industry gathering across 26 years of personal involvement, crediting client arrival as the pivotal moment that drew the entire ecosystem.
“About 26 years ago, I accidentally showed up at the Cannes Lions because I was on vacation in the region. And I saw what is still at the core of this event, a festival of creativity,” Kassan said. “The progression was Cannes for the creatives. I showed up and said, ‘Wait, you should be here from the media side of the business.’ Then the digital players showed up and then Jim Stengel made the decision at Procter & Gamble to show up. And once the clients came, then everybody came.”
This year’s edition reflects that evolution through sheer volume — more people, topics, beaches, conferences, and speaking opportunities than ever before.
Efficiency defines Cannes value proposition
Five days of concentrated relationship building and business development across the entire marketing ecosystem creates unmatched efficiency that justifies the event’s growing complexity and scale.
“There’s a proliferation of opportunity here. The efficiency that one gets spending five days in one place and being able to cover all the ground you can, I’ve always believed efficiency matters,” Kassan said. “There’s no place more efficient if you do it right.”
Consultative model meets navigation demand
3C Ventures fills a gap at the intersection of marketing, media, advertising, entertainment, sports, and technology — the same navigational role Kassan pursued throughout his career, now amplified by AI transformation demands.
“There was a need for a navigational order at the intersection of marketing, media, advertising, entertainment, sports and technology,” Kassan said. “That opportunity right now in the wake of what is arguably the most transformational moment I’ve ever experienced — I have more people at 3C that are former McKinsey, Bain, BCG than I do in my previous company. Maybe that says something about how I’m looking at it.”
You’re watching Beet.TV’s coverage of Cannes Lions 2026, produced in collaboration with NYSE. For more videos from this series, please visit this page.
You can find all of our coverage from Cannes Lions 2026 here.
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