Is an altruistic holding company too good to believe? Know Co. begs to differ

It might be an oversimplification to say Canadians are just nice people, but to a large degree it’s a true statement. In the world of agencies, that statement holds up if you look at the workings of Know Company, an investment firm that’s taken minority stakes in 16 small agencies, mostly in the media space, and gives them access to tools, technology and business consulting expertise.

Know Co., for lack of a better definition, is part holding company and part investment firm, and runs three divisions while based out of Edmonton, Alberta in Canada. Founded and run by CEO Vikram “Vik” Seth, its goal is to help small agencies grow their business and services without taking control — a form of corporate altruism rarely seen in an industry that thrives on stealing business from each other.

“I don’t see it as altruistic. I see it more as I’m a big believer that if you create a healthy ecosystem, everybody can win and thrive together,” said Seth, who founded Know Co. in 2016. “The advertising world is more open to the idea of working with good partners all around. … It’s an industry that is far more open to working with people all the time. And so I don’t totally feel the vibe of being the be all, end all.”

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