A third pillar of 3CV’s business involves helping the world’s most influential businesspeople “convene”—one of the three “C”s of “3CV” (the others being “consult” and “co-invest”). The company offers to “curate high-end, meticulously produced experiences that convene decision-makers, elevate narratives, and spark deal flow,” according to its website.
Last June, just a year into doing business, 3CV shelled out $3 million for a beachfront activation at adland’s most prestigious gathering, the Cannes Lions International Festival of Creativity.
During the same week, the firm hosted the exclusive 3Convene Dinner with iHeartMedia and the Walt Disney Company at the Michelin-starred Louroc restaurant in the Hotel du Cap-Eden-Roc. Questlove DJed the afterparty. There was also an even-more-exclusive evening for CEOs and celebs hosted in partnership with DoorDash Ads, which featured an appearance from Grammy-winning artist St. Vincent.
At these gatherings, Kassan and his team are not just entertaining, they’re matchmaking.
“That’s a book that I wrote and our team wrote,” Kassan said, nodding to his record as founder and head of MediaLink, where he built a cross-industry power network of elite executives—often via entertaining.
Tentpole events, he said “still matter” to the industry, and 3CV wants “to approach them with a little bit of a spin.”
3CV hit its $50 million benchmark just six months after Kassan settled a dispute with United Talent Agency, the entertainment advisory titan that acquired MediaLink in late 2021 for $125 million in cash. The settlement, which Kassan characterized as “amicable” in conversation with ADWEEK last year, followed a messy, 16-month fallout centered on an allegation that Kassan misappropriated nearly $1 million in business funds.
In the aftermath of that protracted drama, Kassan’s reputation in the world of media and advertising has remained largely unscathed.
So what’s next? “More bigger,” Kassan quipped jovially.
This year, Kassan said he wants to grow revenue, secure a high rate of client renewals, and scale his team by hiring fast enough to meet demand without sacrificing quality.
