POSSIBLE 2025 marked a powerful new chapter for one of the fastest-growing events in the marketing calendar, and the first delivered under Hyve ownership. Powered by MMA Global, the only marketing trade association that brings together the full ecosystem of brand marketers and industry solution providers, POSSIBLE exists to shape the future of marketing through collaboration and innovation. Since acquiring POSSIBLE in July 2024, we’ve worked hand-in-hand with the team to scale what was already a standout product, bringing in Hyve’s expertise and centralised model to accelerate its next stage of growth.
This year’s event saw a 52% year-on-year surge in attendance, growing to 5,441 without compromising quality. Brand marketers made up the largest group in attendance, accounting for 33% of the audience – an important figure we proudly improved even as overall numbers doubled. Seniority climbed too, with 66% of attendees at VP level or above. The show floor was more influential, more global, and more energised than ever.
POSSIBLE is only in its third year and it is already becoming what we envisioned. It’s a trusted platform and full ecosystem, built to connect, activate and accelerate this industry.
Acquiring POSSIBLE was a strategic move into a high-growth sector, and an opportunity to apply our expertise early enough to help shape its evolution, all while preserving the magic that makes it so special. Together with our partner MMA, what we’ve achieved in just one edition shows the power of combining a standout event with the strength of Hyve’s best practice approach. The opportunity ahead is significant - and we’re all only just getting started together.Elevating POSSIBLE through Hyve’s proven model
This year marked the launch of POSSIBLE’s one-on-one, double opt-in meetings programme, and it made a splash. With 2,700 high-impact meetings booked by the pool, the programme transformed the way business gets done at the event. Built on the same proven model behind Hyve’s flagship events like Shoptalk and Fintech Meetup, the programme was designed to remove chance from networking, replacing it with certainty, purpose and measurable return.
Alongside a vibrant indoor and outdoor show floor and standout brand activations, new formats like TableTalks created space for more targeted, meaningful discussion. With smart matchmaking, a personalised hosted buyer experience and clear onboarding, every connection was designed to deliver.
Returning attendee Navarrow Wright, COO & CTO at Mirror Digital, summed it up simply:
“The one word is growth. The evolution this year is clear. The increase in attendance was genuinely impressive.”
And next year we’re warming things up even more when the meetings head to the beach.
Where the marketing industry takes the mic
As Founding Partner for the third consecutive year, Google continued to play a key role in POSSIBLE’s success. Their presence included various activations as well as a keynote from Chief Marketing Officer, Lorraine Twohill, sessions exploring how Google AI is driving performance and privacy in marketing, and TableTalks that brought brand marketers together to discuss real-world challenges around data, automation and personalisation.
This year’s line-up featured bold, future-facing voices including Tim Ellis (NFL), Julia Goldin (LEGO), Frank Cooper III (VISA), John Furner (Walmart Inc.), Alexis Ohanian (Reddit) and the ever-iconic Martha Stewart. With 341 speakers and 137 sessions, the agenda buzzed with insight, inspiration and innovation.
On the show floor, decision-makers from companies like Pinterest, Adobe, Samsung, Microsoft, adMarketplace, Roundel and Walmart Connect mixed with disruptors, agencies and rising challengers, proof that POSSIBLE is where the industry comes together to push boundaries and make things happen.
Scaling POSSIBLE, together
POSSIBLE is a defining addition to Hyve’s high-growth portfolio. It aligns perfectly with our GO27 strategy to more than double the size of the business by 2027 through focused investment, operational excellence, and scale-ready products. The results from year one speak for themselves.
Hyve’s events are built differently. Our centralised, digitised approach, including our industry-leading Connect programmes, is designed to drive meaningful connections, supercharge ROI and deliver impact at scale. POSSIBLE is now part of that ecosystem, and its potential is only just beginning to be realised.
“When I hear POSSIBLE, it’s about opportunities. It’s about creating opportunities, and how you create opportunities is by getting connected and getting to know people,” said Artis Stevens, President & CEO, Big Brothers Big Sisters of America.
“With all the tech, all the tools, all the engagement from people and communities, the possibilities for our brands are endless,” added Esi Eggleston Bracey, Chief Growth and Marketing Officer, Unilever.
Because when you bring the right platform, the right team, and the right audience together, anything is POSSIBLE.
The industry will reunite at the Fontainebleau, Miami from April 13–15, 2026.
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