In just two years, the Possible conference, a prominent marketing event, has garnered significant attention, leading to its acquisition by Hyve Group, an established event organizer known for events like ShopTalk and FinTech Meetup.
This acquisition is part of a larger trend of mergers and acquisitions in the events sector, highlighted by Informa’s purchase of Ascential, the owner of Cannes Lions, for approximately 1.2 billion pounds. The deal underlines the growing value and consolidation within the event management industry.
Hyve Group has bought Beyond Ordinary Events (BoE), the original organizers of Possible, for around $40 million, though the exact price remains undisclosed. This purchase includes earn-out clauses for investors.
BoE, led by figures like Michael Kassan and Greg Stuart of MMA (Mobile Marketing Association), will continue to influence the direction of Possible. MMA’s continued partnership ensures that the event remains focused on marketing innovation, with its brand integrated into the new Possible logo.
Hyve Group Acquires Possible Conference, Boosting Its Role in Marketing Events
Possible, co-founded by MMA’s Greg Stuart and Christian Muche, aims to expand its reach and impact within the marketing, tech, media, and culture sectors. Despite the change in ownership, the event’s core mission to bring together key decision-makers from these industries remains unchanged.
The event, which saw an increase in attendance in its second year, is set to continue growing organically under the new management, with potential international expansions and new content integrations from Hyve’s extensive experience.
Key figures from BoE, including chairman Michael Kassan and CEO Christian Muche, will continue in leadership roles, ensuring continuity and leveraging their industry expertise. Muche will serve as president of the newly formed company, and MMA will play a significant role in shaping the event’s content, emphasizing their commitment to the marketing community.
The partnership aims to enhance the event’s offerings and global footprint by incorporating Hyve’s successful meeting programs and centralized best practices.
Looking ahead, Hyve’s global reach and innovative strategies are expected to enhance the Possible conference. Plans for the 2025 event are already underway, with the conference set to return to the Fontainebleau in South Beach.
The partnership between Hyve and MMA aims to establish Possible as a leading event in the marketing sector, setting it apart from other multifaceted conferences like Cannes Lions, CES, and SXSW. This acquisition aligns with Hyve’s vision of creating a premier, technology-driven customer experience event, emphasizing the strategic importance of connecting the right people in the right environment.
