Agency Business #12: Why Some Agencies Are Thriving While Others Struggle—Known CEO Kern Schireson Weighs In
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Mar 10, 2025 Kern Schireson, Chairman & CEO of Known, shares his insights on the future of marketing agencies, drawing from his experience at Viacom. He discusses the pitfalls of traditional agency structures, particularly the divide between media and creative, and advocates for a more integrated approach. Kern emphasizes how AI is revolutionizing media performance and the necessity for agencies to be aligned with client outcomes. The conversation also touches on the rising role of independent agencies in a changing landscape and the impact of strategic acquisitions on agency innovation.
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Kern's Journey to Known
- Kern Schireson started in data analytics consultancy and then led Viacom’s advanced TV efforts.
- He launched Known to fix inefficiencies in the holding company agency model.
Broken Agency Model Issues
- The agency model is broken due to separation between media and creative causing loss of fidelity and obfuscation.
- Clients often don't see the reality of media value, leading to inefficiencies in marketing supply chains.
Flexible Consulting and Software Licensing
- Offer consulting-based, project-focused engagements with flexible pricing like hourly rates and software licenses.
- Provide clients with tools to empower in-house teams alongside managed services for better efficiency.