Possible 2025 Bets on Curated Connections

In a digital-first world, face-to-face connection proves its enduring value at the year's most significant marketing gathering

Image: Possible

As Marshall McLuhan famously declared, "the medium is the message." At Possible 2025, with 5,400+ attendees converging at Fontainebleau Miami Beach, the conference itself became the message—a resounding affirmation that human connection remains irreplaceable in an industry racing toward AI automation. In an era where screens dominate every surface—from our living rooms to our palms to virtually every piece of viewable real estate—Possible delivered a striking reminder: digital transformation hasn't eliminated the need for face-to-face interaction; it has made it more precious.

Beyond Networking: The Curated Connection at Possible 2025

Mark Shashoua, CEO of the Hyve Group (Possible's new owner), is reimagining the B2B event industry. Having grown up attending trade shows since age eight, he has witnessed the evolution from unfocused networking to precision-engineered human connections.

Possible represents Shashoua's philosophy honed across marquee events like Shoptalk and Cannes Lions. He describes how the industry has moved away from hoping random conversations will lead somewhere productive to intentionally orchestrating meaningful interactions throughout the event.

The transformation is strategic. Rather than running 300 small shows annually like his father's original business, Hyve now operates just 25 flagship events that generate $320M in revenue. That intentional focus allows for sophisticated matchmaking systems—replacing serendipitous encounters with curated meetings between the right stakeholders.

Shashoua emphasizes quality over quantity in the modern conference model. With 33% of Possible attendees being marketers, this curated approach transforms networking from casual mingling to strategic business matching, proving that human connection becomes even more crucial as AI proliferates.

The conference dynamic has evolved dramatically. As major agency leaders, ad tech founders, and data providers exchange insights under (and outside) the same roof, attendees arrive with clear business objectives.

The most successful conference participants weren't positioning technology as a standalone solution. Instead:

• Wpromote's Polaris platform integrates seamlessly into performance marketing conversations

• Locality's LocalityX transforms complex local advertising sales with Bloomberg Terminal-like simplicity

• Influencer platforms evolve from audience scale discussions to reshaping creative messaging and bringing creators into mainstream media

This integration represents a fundamental shift: technology as an enabler of human connection, not its replacement.

The Cannes Question Reframed

Rather than positioning itself as a North American Cannes, Possible has created its own category. Conference founders emphasize the critical importance of gaining not just experience but actionable knowledge. In the marketing world, learning from each other remains essential—and increasingly, irreplaceable.

Strategic Imperatives for C-Suite Leaders

1. Redefine Event ROI: Measure success by strategic connections made, not just presentations attended

2. Embrace the Live Imperative: As AI automates more functions, face-to-face relationship building becomes even more crucial

3. Invest in Curated Experiences: The era of spray-and-pray networking is over; strategic matching is the future

4. Build Flexible Systems: Economic uncertainty demands adaptable approaches across the marketing stack

5. Humanize Technology Stories: The most successful platforms are those that enhance, not replace, human creativity and connection

The Bottom Line

Possible 2025 delivered a powerful counternarrative to the AI-will-replace-everything rhetoric. As screens multiply and automation accelerates, the value of human connection compounds. For marketing leaders, the message is clear: in an increasingly digital world, the irreplaceable asset isn't the technology—it's the human insight, creativity, and relationships that no algorithm can replicate.

---

TheCBO provides executive insights and C-suite perspectives on brand-marketing, advertising, and cultural production. © 2025 TheCBO. All rights reserved.