POSSIBLE, the fast-growing global marketing event, is heading to Europe for the first time, with a debut edition set for Lisbon on 12–14 October 2027.
The event, organised by Hyve Group, will be hosted at the historic Carlos Lopes Pavilion and is backed by more than 50 founding launch partners drawn from across the brand, agency, platform and technology landscape.
Since launching in Miami in 2023, POSSIBLE has positioned itself as a senior-level alternative to the established marketing conference circuit. The European edition looks to replicate that model on this side of the Atlantic, targeting senior decision-makers across marketing, media, technology, creativity and culture.
To lead the launch, POSSIBLE has appointed Gabrielle Perez as Vice President, POSSIBLE Europe. Perez joins from Cannes Lions, where she spent more than six years and most recently oversaw global retention sales and relationships with many of the world’s leading brands and partners.
“The opportunity to build POSSIBLE Europe from the ground up represents a chance to create a world class event that is truly reflective of the needs of the market,” said Perez. “The demand for a human-first approach to business has never been greater, but is equally matched with the need to drive impact and real business outcomes. We are building an event to do both with POSSIBLE Europe, backed by the global marketing community.”
Co-Founder and Global President Christian Muche said the European launch was the logical next step in building a global community. “Our vision for POSSIBLE was never to build another conference, but to create a platform where the senior leaders shaping the future of marketing, technology, media and culture could come together to build relationships, exchange ideas and create real business outcomes,” he said. “The early response from the European marketing community has been extraordinary — it’s clear that leaders here are ready to shape what’s next.”
The event is being developed in partnership with the Marketing + Media Alliance (MMA), which also backs the Miami edition. MMA CEO Greg Stuart, who co-founded POSSIBLE, said the European event would stay true to the platform’s original ambition. “POSSIBLE was built as a platform to make marketing better and advance the profession,” he said. “That’s the foundation we’re bringing to Europe.”
Founding launch partners include Microsoft Advertising, Reddit, LiveRamp, Magnite, Braze, Teads, Taboola, Stagwell, Kantar, PayPal Ads, Klaviyo and MiQ, among more than 50 organisations signed up ahead of the inaugural event.
