The new art and science of marketing, with Known’s Ross Martin and Kern Schireson
Masters of Scale
WaitWhat
4.6 • 4.4K Ratings
🗓️ 31 July 2025
⏱️ 37 minutes
🧾️ Download transcript
Summary
When Ross Martin and Kern Schireson blended their companies in 2020 to form Known, they knew they wanted to throw out the old rule book about how to succeed in marketing. Now, they’re scaling fast and producing jaw-dropping results for clients. They join host Jeff Berman to reveal how their success relies on innovative AI — and kind humans — working together in new ways. Plus, advice for how to get great results from marketing that doesn’t break the bank.
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Transcript
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| 0:00.0 | Hey listeners, we're launching a new Masters of Scale survey, and we'd love your input. |
| 0:06.5 | Your feedback will help us get to know you, our audience, and create content that better meets your wants and needs. |
| 0:13.8 | Go to Mastersofscale.com slash Survey 25 to weigh in. |
| 0:18.5 | Again, go to Mastersofscale.com slash survey 25 to give your feedback. |
| 0:25.4 | Is your AI built for everyone, or is it built to work with your businesses' data? |
| 0:31.0 | IBM helps you integrate and govern unstructured data wherever it lives, so your business can |
| 0:36.3 | have more accurate AI instead of just more of it. |
| 0:39.7 | Get your data ready for AI at IBM.com, the AI built for business. |
| 0:45.4 | IBM. |
| 0:47.9 | Last year, one of our biggest clients was hours from bankruptcy, went into administration |
| 0:53.3 | in London and left us holding the bill. |
| 0:58.1 | You're sitting on a more than $10 million hole. You have to stop production on a Super Bowl spot |
| 1:04.5 | that you have to deliver in just days, and you're told, actually, the company's out of business. |
| 1:11.1 | And everybody that you have that just moved to London, they probably have to come back pretty quick. |
| 1:16.6 | That's how we started last year. |
| 1:20.5 | What'd you do? |
| 1:22.6 | I think we cried for a second. |
| 1:25.5 | This was a terrifying moment for Known, the marketing agency co-founded by Ross Martin, |
| 1:30.8 | but the abrupt loss of a major client refocused the team and made them stronger. |
| 1:37.2 | The fact that we've been able to grow as quickly as we have is ludicrous. |
| 1:42.0 | And yet, we still make stupid mistakes. |
| 1:45.9 | And we still get punched in the gut. |
... |
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