Digiday is on the ground at the Possible conference, delivering the latest insights and highlights from this vibrant event in Miami. The Possible conference, a fusion of trade show, networking opportunities, and stimulating discussions, commences on Monday, marking its third year of promoting innovation within the marketing industry.

Since its inception, Possible has seen substantial growth in attendance, primarily focusing on attracting more marketers from diverse sectors. This year, the event has broadened its content spectrum, thanks in part to a dedicated advisory council composed of leaders from various fields. Their collective efforts aim to create a dynamic platform that fosters collaboration and creativity.

This years lineup features a range of renowned speakers, including the multifaceted Martha Stewart, who has consistently reinvented her brand every decade, tennis icon Stan Smith, the savvy entrepreneur Mark Cuban, Reddit founder Alexis Ohanian, and rising basketball star Flaujae Johnson. These high-profile figures are complemented by executives representing the intersection of marketing, media, technology, and culturean area that the Possible conference aspires to bridge effectively. It is worth noting that Digiday has partnered with Possible since its inaugural event, providing media coverage and insights.

The advisory council, composed of 17 influential leaders, is dedicated to fostering a diverse array of perspectives. According to Chaucer Barnes, Chief Marketing Officer of cultural consultancy Translation and United Masters, the council thrives on what he describes as respectful disagreement. In his words, It is really run as a team of rivals. Everyone is terrifically friendly, bringing tons of diverse points of view, and a real high tolerance for respectful disagreement. This collaborative spirit is essential for the event's mission to explore and discuss the evolving landscape of marketing.

Lou Paskalis, the founder and CEO of AJL Advisory and another advisory council member, praised the combination of seemingly disparate talents that Possible attracts. He emphasized the significance of what he calls the three Cs: content, community, and connections. Paskalis reflected on his initial skepticism about blending celebrity speakers with high-level executives but ultimately acknowledged the event's ability to cultivate genuine interest and connections among attendees. People are genuinely interested in meeting with youvery important people like Tim Castelli from Instacart or Seth Dallaire from Walmart Connect, he noted, emphasizing the importance of building relationships at the conference.

Growing from its earlier sessions, which included high-profile interviews with figures like Elon Musk and Linda Yaccarino, Possible has evolved to feature stronger and more diverse lineups. Barnes, who joined the advisory board in the fall after observing the first two years, has worked to ensure that the discussions onstage tackle the challenges within the brand marketing ecosystem. He recalled his experience presenting with an AT&T client about the complexities involved in developing the AT&T 5G football helmet. It was my way of answering this call of, you know, what is possible. Just the name alone implies impossibility, Barnes expressed.

Another advisory council member, Krystal Hauserman, who serves as CMO for various growth-stage companies in the beauty and entertainment sectors, stressed the importance of applying feedback from previous years to enhance the current event. She articulated that facilitating one-on-one meetings and personal connections is vital for brands. One of the most powerful things you can do as a brand, to build your brand, is to let people be on the ground, experiencing your tangible brand in their hand, Hauserman explained, highlighting the transformative nature of human connections.

Looking to the future, Hauserman acknowledged concerns about sustainability as Possible continues to grow. The current venue, the iconic Fountainbleau Hotel in Miami, has limitations on capacity. She cautioned against letting the event become another sprawling affair like Cannes Lions or CES, where logistics can become burdensome for attendees. With growth comes those sorts of challenges, she stated, reminding everyone that Possible is committed to remaining at the Fountainbleau through at least 2026.

Paskalis suggested that expanding the event while maintaining its intimate feel is crucial. Maybe you dont need infinite scale to create infinite value for attendees, he stated, pointing out that the owner of the Fountainbleau also owns the nearby Eden Roc hotel, which could accommodate future growth while keeping the event within Miami.

Deirdre McGlashan, former CMO of BrandGuard and current strategic advisor for 61 Hawk, shared her perspective on Possible's unique approach. She noted that the blend of topics covered at the conference sets it apart from other celebratory events like Cannes Lions or tech-centric gatherings like CES. They give a fuller picture of the marketing ecosystem, McGlashan remarked, highlighting the events comprehensive examination of cultural trends, consumer behavior, and policy issues. She is particularly looking forward to a session this year discussing the collaboration between Chief Marketing Officers and Chief Information Officers, a critical topic given the divergent languages and objectives of these roles.