It may be an oversimplification to claim that Canadians are simply nice people, but this notion largely holds true. In the agency realm, this assertion is validated by the operations of Know Company, an investment firm that has acquired minority stakes in 16 smaller agencies, primarily within the media sector, providing them with essential tools, technology, and business consulting expertise.
Know Co. can be described as both a holding company and an investment firm, operating from Edmonton, Alberta. Founded and led by CEO Vikram “Vik” Seth, its mission is to assist small agencies in expanding their services and business without assuming control—an approach of corporate altruism that is uncommon in an industry often characterized by competition.
“I don’t view it as altruistic. I believe in creating a healthy ecosystem where everyone can succeed together,” stated Seth, who established Know Co. in 2016. “The advertising industry is increasingly receptive to collaborating with good partners. … It’s a sector that is more open to ongoing collaboration. I don’t feel the need to be the ultimate authority.”
Know Co. comprises three distinct divisions that the agencies it invests in—ranging from Canadian media firm Mediology to Denver-based Authentic Audience and Austin’s KEN Media—can leverage.
The first division, IKPN (Independent Knowledge Partner Network), takes 5%-15% equity stakes in agencies with growth potential. It also provides intellectual resources in new business development, HR, financial and legal advice, and general support for agencies aiming to expand. This division is led by Lindsay Rutherford, a former HR executive turned business consultant for these agencies.
The technology division focuses on developing proprietary tools that meet the needs of its agencies or fill gaps in the market. Knower Tech serves as this division’s development arm, creating tools such as a cookie-less audience graph named Rain Barrel, a dynamic ad creator called Ad Retriever, and a machine learning search tool known as RoverWords.
Lastly, the third division offers expertise and access to major platforms and tools. For instance, it enables its invested agencies to utilize Amazon’s DSP, Google Marketing Platform, Xandr, The Trade Desk, and other ad tech resources through a unit called Dandelion, which has licensing agreements with these significant platforms. Another unit, LoKnow, provides agencies with access to turnkey programmatic fulfillment.
Seth described Know Co. as generating a “nine-figure business,” though he refrained from specifying how much beyond $100 million this entails. “We recognized that by taking a 5%, 10%, or 15% stake in an agency, they would understand our commitment to their success,” Seth remarked. “We’re not here to undermine them; their victories are our victories.”
One beneficial outcome of investing in multiple agencies—currently up to 16 across the U.S. and Canada, with plans to reach 20 by year-end—is their inclination to share knowledge and best practices with one another. Rutherford noted that this dynamic resembles a holding company but also diverges from it.
“As we began introducing agencies to one another and fostering those relationships, they started sharing insights,” Rutherford explained. She added that not every agency approached for investment aligns with their vision.
“Sometimes we’re not the right fit for an agency because they may not want to collaborate or share openly,” she noted. “Those that wish to join our network are eager for feedback and collaboration to provide the best service to their clients.”
In certain instances, the agency receiving investment is a small operation with only one or a few employees contemplating growth strategies. When IKPN invests, it collaborates with the principals to develop a growth-oriented business plan while offering access to various tools and technologies.
For example, Mediology is a small Canadian media strategy firm that was Know Co.’s first investment, earning it the title of “the OG” of IKPN, as stated by Mediology CEO Sam Richardson.
“It has allowed us to evolve and concentrate on our craft and our team,” said Richardson, whose revenue has doubled and whose five-year growth plan is already ahead of schedule by 16 months. “We’re expanding our business knowing I have a network of experienced individuals in various fields who are accessible and affordable—resources that wouldn’t typically fit within our business model.”
Krista Ripma, founder and CEO of search specialist Authentic Audience, was initially solo before IKPN approached her for investment. After receiving advice against scaling her business from others, she changed her perspective upon learning about the support available through IKPN and other Know Co. units. Today, Authentic Audience has grown into a five-person operation with increasing revenue.
“They’re like my business mentors,” Ripma joked. “The biggest difference in working with them has been the risks I’ve taken. I wouldn’t have made those decisions without their guidance regarding working capital and especially in terms of staffing. They’ve been instrumental in that regard.”
To an observer unfamiliar with Know Co., who has neither met nor spoken with them—Seth acknowledges that the company has intentionally remained under the radar for the past eight years—Steve Boehler from media consultancy Mercer Island Group remarked that the concept is clever if not entirely unique. He referenced 19York as an example but noted that Dawn Collective operates under a similar ethos.
“There will always be a demand for these agency services, particularly if Know Co. can elevate the capabilities of these individual agencies,” Boehler stated. However, he also expressed skepticism about whether exclusive access to major platforms truly constitutes a significant advantage as Seth believes. “I’m not convinced that having a special relationship with Google or others is enough to enhance anyone’s performance since there are alternative ways to access most of these resources,” he added
