NDA was in Miami this week for the POSSIBLE event, which was bigger and better than ever. Andy Oakes gathered the views of some of the attendees.
Lou Paskalis, CEO and Founder, AJL Advisory
POSSIBLE 2025 delivered on content, community, connections and commerce for those of us in the marketing industry on both the buy side and the sell side. It’s a forum where people seem more accessible to meet, whether for an exchange of ideas or to conduct specific business, with a balance between planned meetups and the serendipity that is possible when the event is largely within the footprint of one hotel property. It’s hard to think of a 5,400-person event as intimate, but in comparison to CES or Cannes Lions, it is, and with one out of three attendees identifying themselves as marketers, many VP-level and above, chances are good that attendees left the event having accomplished a lot. As a single-shingle consultant working with both techpreneurs and marketers, I know I certainly exceeded my expectations for productive meetings and, frankly, fun. The storied venue, the proximity to the ocean and the many hosted activities in the afternoons and evenings contributed to the ‘work-hard, play-hard’ zeitgeist of POSSIBLE. I will definitely be back next year.
David Sequeira. EVP of SKAI
As a first timer, POSSIBLE was billed to me as the Cannes of the East Coast and it lived up to the hype. It’s fast-paced and busy, so you’ve got every opportunity to get value. Admittedly, tech vendors outnumbered brands and agencies, so prep is everything. My advice… line up meetings early, target key sessions and get your name on guest lists for parties and happy hours. The best value happens outside of the main agenda. You won’t get much by sitting back so you have to chat to people and be proactive. It’s a high energy, worthwhile experience if you’re willing to hustle
Purva Gupta, CEO and Co-Founder of Lily.ai
This was Lily AI’s first POSSIBLE, and it absolutely lived up to both the hype and promise. Typically, I attend retail-specific conferences and meet directly with retailers and brands. While brands were certainly out in full force at POSSIBLE (less so with retailers), it was especially eye-opening to spend quality time with both media and creative agencies and hear their almost unrivaled enthusiasm for AI. The people I met showed me that leading agencies are on the bleeding edge of AI innovation and will be the key to architecting more personalized shopping journeys and brand experiences that resonate with consumers. As we focus on fashion, home, and beauty in particular, I am excited for my follow-up conversations with digital and performance agencies that specialize in these categories. POSSIBLE made these moments possible…and I couldn’t be happier.
We’ll be posting more reviews from the event soon
