Now entering its third year, POSSIBLE is scaling up fast. The marketing and innovation conference, which made its debut in 2023 with Elon Musk headlining at the iconic Fontainebleau in Miami Beach, is back—bigger and bolder.
Organized by Beyond Ordinary Events, the 2025 edition is expected to draw over 4,200 participants across three days starting April 28, marking a 15% jump from last year and a more than 50% increase since its launch. While the event is already turning a profit, specific revenue details haven’t been disclosed.
This momentum follows the 2024 acquisition of Beyond Ordinary Events and the POSSIBLE conference by Hyve Group (owner of ShopTalk), in a deal reportedly valued around $40 million. The Mobile Marketing Association (MMA) remains an active partner in the venture.
Growth Beyond Numbers
For Christian Muche, co-founder and president of Beyond Ordinary Events, POSSIBLE's evolution isn't just about headcount. While he welcomes scale, his primary focus is quality.
“The value now lies in creating a meaningful experience, not just increasing numbers,” he said.
That includes making it easier for attendees to hold productive meetings. Over 1,500 curated buyer-seller sessions are expected to take place during the event. Programming will span diverse topics—from women’s leadership in sports marketing to the practical applications of automation in performance strategy.
Strategic Conversations, Not Just Buzzwords
Industry leaders are anticipating a more focused approach this year.
“I think 2025 will bring more substance to topics like AI and measurement, less theory, more tactical discussions.”
Said Mike Hauptman, founder and CEO of AdLib Media Group.
To broaden its audience, POSSIBLE has partnered with X (formerly Twitter) to live stream selected sessions. Announced in March, this exclusive partnership aims to bring the event’s insights to a wider, real-time audience. Muche hinted at plans to expand streaming partnerships in future editions.
Big names like Martha Stewart, Mark Cuban, and Katie Couric will take the stage, adding star power to the already strong lineup. In terms of attendee composition, roughly 30% are from brands, 20% from agencies, and the rest from tech, media, and other sectors.
What Makes POSSIBLE... Possible
Returning attendee Shannon Pruitt, CMO of Stagwell’s Brand Performance Network, sees this year as a culmination of the event’s learning curve.
“This is year three of refining the balance between content and connection,” she said. “I’m especially excited about the diverse mix of sectors—brand, agency, tech—and the potential for real collaboration.”
Not Cannes, Think Davos
While comparisons to Cannes Lions are inevitable, Muche sees the event through a different lens. His true inspiration? Davos.
“It’s about the energy, the serious tone, the level of decision-makers gathered in one place,” he explained. His goal is to replicate that intensity within the world of marketing.
Attendees seem to agree. Hauptman noted a desire for more meaningful conversations and networking that drives business outcomes. Peter Carmel, Sales Director at Digital Element, echoed that sentiment, adding,
“Now that it’s on the map, there’s more pressure—and I expect it to rise to the challenge.”
Looking Ahead
Though international expansion is on the radar, Muche’s priority remains clear—doubling down on Miami as the flagship.
“My focus is building out the full potential of POSSIBLE in Miami”