By Logan Moore, VP, Business Development, Affinity Solutions
Miami doesn’t struggle to attract visitors. But it’s not just the endless sunshine, the salty sea air, or the glamor that draws the marketing industry here each spring. It’s also being a part of one of the industry’s must-attend events. Possible 2025 was filled with new tech, new offerings, and a lot of people. It’s easy to understand why the event has exploded in the past 3 years – now taking up much more than the Fountainebleu, sprawling well into SoHo House, EdenRoc, and countless surrounding pop-up events.
With a blockbuster speaker line up, endless networking opportunities, and yes, the killer location, Possible did not disappoint. A few takeaways:
- Collaboration is critical.
Finding growth is still at the forefront of everyone’s mind, and collaboration is at an all-time high. Advertising has long moved past “how many eyeballs” and the outcomes-based future is one of collaboration between advertisers, publishers, data providers, technology partners, and agencies. Michael Kassan, Founder and CEO of 3C Ventures, and John Furner, President and CEO of Walmart, took the stage, immediately harping on the burgeoning collaboration between commerce and media. Their discussion vibrated with examples of how forward-thinking retailers are actively leveraging strategic data and technology partners to craft seamless consumer journeys. - The future is bright!
Tariffs and the state of the economy were on the table but not the only topic discussed. Outlook and opinions were positive and optimistic as companies and teams continue to build for the future. People are focused on the things in their control, instead of worrying about policy decisions that may or may not happen. There was a palpable sense that this moment of uncertainty could be a catalyst for innovation.This drive towards innovation isn’t just an observation, it’s something I see every day between Affinity Solutions and our partners, and it was exciting to broaden the lens of what’s “Possible” (had to do it!). A highlight for me was speaking with industry leaders across verticals about how we are making it easy to connect, analyze, and activate Consumer Purchase Insights to drive optimal outcomes. Most notably, we are helping partners like Disney and Netflix measure incremental sales lift to directly prove ROAS for their advertisers. - Lean into your domain expertise.
Domain expertise still reigns supreme – one thing that stands out at Possible is the breadth of industries covered by speakers and the impressive background each one comes from. From Fortune 100 CEO’s to lifelong builders and investors, each offered domain expertise in a way that was amazingly refreshing. My personal favorite? Julia Goldin, Lego Group’s Chief Product & Marketing Officer highlighted that 5% of all roses sales for Valentine’s Day, were Legos. They didn’t just capture a market, they created one. - If you build it, (and make it accessible) they will come.
Sponsorship execution is getting more clever, more collaborative, and more inclusive. Dare I say we are moving slowly past the appeal of “VIP only” events, fighting for an invite, and moving toward executions that are available to many more attendees. More exposure for more people to more companies and less “connection shaming?” Win/win/win.
Why It Matters
There’s a lot of news swirling that has the potential to make advertisers, retailers, and consumers pessimistic about the future. Possible 2025 was the antidote for these negative headlines. The emphasis on synergistic collaboration, deep consumer understanding, and inclusivity are driving optimism all point to a more effective and impactful era for marketing. We’re here for it.
