CAREER

Known is a global media, creative and strategy agency, headquartered in New York. Our research and data science teams find the audiences that matter. Our media and creative teams reach them with marketing that unlocks value and drives measurable growth.

CONTACT

Known

Facebook

Twitter

LinkedIn

Instagram

Medium

FOLLOW

PepsiCo Next Gen DTC

PepsiCo 3.0

Brand Strategy

Visual Identity

Branding & Design

The PepsiCo Next Gen DTC division is forging a new frontier for PepsiCo—leveraging existing capabilities and tapping into new digital spaces to drive industry-leading innovation and growth.

PepsiCo came to Known to design a brand identity for the team. Our mandate? Make sure the identity clearly conveys what the team is trying to achieve, feels connected to the rest of the PepsiCo brand, and looks innovative and forward-thinking—while still being sophisticated and timeless.

To symbolize the company’s entrance into a new digital space, the logo depicts the PepsiCo globe to show connectedness to PepsiCo’s master corporate brand, we also incorporated existing typefaces as well as old and new PepsiCo colors, adding a vibrant, digital-first purple and gradient treatment to the mix.

Penguin Random House

Penguin Random House: Steph Curry Shoots the Moon

Stephen Curry became the best shooter in history because of his obsessive level of preparation. To launch his memoir, 

, we needed to turn that mindset into a visual metaphor. Rather than simply telling people what “shot ready” means, we wanted to show it: when you’ve prepared perfectly, the universe itself can feel like it’s following your lead. We decided to align the image of Steph shooting with a supermoon rising over Los Angeles, making it appear as though he was shooting the moon itself. A visual metaphor to match the scale of his influence.

Within the first 24 hours of launch, the activation generated 140MM impressions across every social platform—driven by creator amplification and coverage by ESPN, Bleacher Report, Complex, you name it. Then Steph Curry and Justin Bieber shared it, and the viral sensation took off.

Another 250MM impressions – and counting. All with zero paid media.

This campaign didn’t just carry the message of the book. It embodied it. And Steph’s book shot straight to the top of the New York Times and Amazon Best Seller lists.

McDonald's

Meal Ticket: The McDonald's All-American Games

Moderna

Dr. Seuss Enterprises

Dr. Seuss Travel Agency

Known brought the classic metaphor of "books as passports" to life with the launch of the Dr. Seuss Travel Agency. Aimed at re-inspiring readers of all ages, the campaign transformed literature into a tangible adventure through vibrant imagery that leaned into the idea that every page is a new world waiting to be explored.

Executed across channels, the campaign repurposed the ubiquitous travel phrase, BOOK NOW, into a tongue-in-cheek, high-impact CTA that drove book sales across Dr. Seuss retailers. Beyond direct sales, the campaign’s immersive approach delivered massive engagement & visibility for the brand: generating more than 27 million impressions and inspiring over 530,000 "travelers" to rediscover the joy of reading and exploring via Dr. Seuss.

Publix

No Client

Rivian

Care

CARE: It's What's Inside That Counts

Known brought the foundational history of global aid to life with the IT’S WHAT’S INSIDE THAT COUNTS experiential pop-up in New York City. Aimed at honoring 80 years of humanitarian innovation, the campaign transformed a West Chelsea gallery into a life-sized, immersive CARE PACKAGE®, taking visitors on a multimedia journey from the non-profit’s original relief boxes to the modern-day realities of global crisis response.

Executed as a high-impact, two-day anniversary kickoff, the event blended historical storytelling with immediate civic action, challenging the public to look beyond the box and see the human dignity packed inside. Instead of just viewing an exhibit, attendees became active participants in the mission, working together to assemble CARE PACKAGE® kits destined for disaster-affected communities. Ultimately, the immersive activation served as a powerful launchpad for CARE’s ambitious global initiative, driving widespread brand visibility and mobilizing a new generation of supporters to help the organization reach its goal of aiding two million people by 2030.

How do you create thought leadership that changes the mind of a CIO or CEO? You do it by anchoring it in insights and data that matter to their role and business. Amazon Web Services (AWS) was looking to show the power of AWS, and how to communicate its advantage to decision makers. By leveraging innovative research techniques, Known helped AWS quantify the business value of cloud services, then identify the best practices that help CIOs and CEOs to achieve that value. The output is featured in a global marketing campaign by AWS, and will serve as a guide for organizations for years to come as their use of cloud services expands and matures. 

Amazon

AWS: How Do You Change the Mind of a C-Suite Buyer?

How do you create thought leadership that changes the mind of a CIO or CEO? You do it by anchoring it in insights and data that matter to their role and business. Amazon Web Services (AWS) was looking to show the power of AWS, and how to communicate its advantage to decision makers. By leveraging innovative research techniques, Known helped AWS quantify the business value of cloud services, then identify the best practices that help CIOs and CEOs to achieve that value. The output is featured in a global marketing campaign by AWS, and will serve as a guide for organizations for years to come as their use of cloud services expands and matures.

Memorial Sloan Kettering Cancer Center

Cancer Care Can't Wait

COVID-19 changed everything. For people who were diagnosed and in treatment for cancer, it changed the way they looked at their healthcare. Fears of an immunocompromised status led to pauses in treatment. Memorial Sloan Kettering knew they needed to act fast because every month a patient delays treatment can lead to an increase in risk of death.

Our Integrated Known team and MSK partnered to craft an urgent and compelling 360°, PSA-style ad with a singular focus: to save lives. Our Cancer Care Can’t Wait campaign featured MSK staff from all departments and encouraged patients to prioritize their cancer care. Our data-driven precision marketing led to insights that allowed us to optimize over 300 assets across channels. And, by reaching audiences with the right message at the right time, we successfully returned patients to care.

Slate

Breakthrough new automotive brand Slate turned to Known to launch their brand unlike any vehicle brand ever. 

As Media AOR, our launch strategy included 3 phases:

 Known amplified an ‘In Plain Sight’ tease campaign to drive curiosity and intrigue about what Slate is doing prior to the launch by driving traffic to fake business landing pages and “hacked SNL by inserting a "Taxider-my-family” fake commercial immediately after Timothee Chalamet’s opener, right where SNL’s fake commercials normally sit. Attention was extremely high and we had people asking, “wait, was that a sketch?”

 Known deployed a full funnel media strategy to support the Brand launch and drive reservations leveraging Skeptic™ for maximum impact. Known data scientists collaborated with Slate to employ advanced scenario planning tools and the Skeptic™ framework to precisely forecast the synergy between owned, earned, and paid media on vehicle reservations. This scientific media approach means continuous optimizations are engineered to exceed reservation goals.

 On an ongoing basis, Known is leveraging our data science and media teams to optimize audiences, creative assets and placements for reservations ahead of Slate’s 2026 production timeline. We’re also activating local media campaigns in dozens of key markets to support Slate’s road show.


To date, the campaign has driven over 30 million impressions and hundreds of thousands of visits. We sparked a fury of activity on Reddit and throughout social, with people speculating what these vehicles were about. All leading up to one of the most successful vehicle launches in recent years, hitting Slate’s 30 day goal of 100,000 reservations in less than 2 weeks.

Sesame Workshop: Making Impact At Home and Abroad

Sesame Workshop

Making Impact At Home and Abroad

As the media AOR for Sesame Workshop, the non-profit educational organization behind Sesame Street, Known provides strategic support, audience research, and media planning and buying services for all paid media efforts across the Sesame Workshop umbrella. Our work has shown significant, incremental growth in reach and impact among parents and providers, helping Sesame Workshop bring sunnier days ahead to children everywhere. 

As a non-profit, Sesame Workshop relies heavily on donations to fund the multitude of resources and services that it provides. To support all of Sesame Workshop’s impactful programs across the globe, Known also handles new campaign creative and delivery for their individual giving donation campaigns. You can donate today 

Sesame Workshop leads the charge on responding to crisis when it happens, providing global support for children and families when they need it most. Over the past year, Known helped Sesame deliver a highly targeted video campaign surrounding the crisis in Ukraine and aiding refugee children and families cope with conflict and crisis. We ran a multi-touch campaign structure that used shorter cuts of video resources in Ukrainian to reach a larger number of impacted families across Ukraine, Russia, Poland, Hungary, and then retarget them with the full-length videos. The campaign drew nearly 40 million impressions from users living (or who recently lived) in Ukraine.

Disney

Disney Campaign Manager

Known partnered with Disney Advertising to build an always-on, multi-phase B2B campaign that repositioned Disney Campaign Manager from an underutilized platform into the essential self-serve advertising solution for indie agencies and small to medium businesses. Rather than simply promoting Disney Campaign Manager’s features, Known developed a system anchored to Disney's unmatched IP and contextually relevant moments that sequenced audiences from awareness to conversion with messaging tailored to each buyer's mindset.

Spanning four campaign phases and a holiday promo, the work combined static display, social, programmatic, and direct publisher placements across AdWeek, Digiday, and Marketing Brew. Creative laddered up to core messaging pillars identified and informed by Disney Campaign Manager’s unique differentiators, while keeping the system intentionally iterative to optimize toward what drove the most meaningful action from each audience segment. The campaign delivered measurable impact quickly. Weekly lead volume rose 62% in the first 12 weeks post launch, while rapid budget optimization across channels drove cost per lead down 75%. As traffic scaled, Known conducted a deep web analytics review and recommended targeted landing page optimizations that boosted form submissions by 53% in just two weeks. Underlying all of this was Known's proprietary Skeptic Creative Analysis, which connected qualitative creative elements to media KPIs, creating a continuous test and learn loop between data science and creative that kept performance compounding over time.

Wella

Koleston Changes Everything

Wella's Koleston is the world's number one salon color brand, selling across dozens of markets from Brazil to the Middle East to Russia. To strengthen the brand's position on a global stage, Wella tasked Known with building a cross-cultural story to travel across every market it sells in.

Known built the campaign on one key insight: every Koleston shade unlocks a different version of confidence, one she carries with her the moment she walks out the door. Known then implemented that idea in the production process, overseeing delivery across TV, social, and programmatic channels. Multiplied across every shade and every market, that one moment of confidence is what makes good on the brand's promise: Koleston Changes Everything.

See how Known partnered with PepsiCo's Next Gen DTC division to open new digital spaces and drive innovation and growth for PepsiCo.