In the latest episode of the NDA Meets podcast, Editor Justin Pearse sits down with Christian Muche, founder of Possible, one of the industry’s fastest-growing events. Muche, who also co-founded DMEXCO, shares insights into the rapid evolution of Possible, its recent acquisition by Hive Group, and its ambitions to become the Davos of the marketing world.

The Rise of Possible

Launched in 2023, Possible has quickly carved out a niche in the global marketing calendar. Its acquisition by Hive Group within a year of inception underscores its significance. Muche explains that the event was designed to fill a gap in the US and beyond, bringing together senior marketers, tech companies, and business leaders in a format that blends high-level networking, education, and industry-shaping discussions.

Miami as a Strategic Hub

Set in Miami Beach, Possible takes advantage of its location to connect with the growing Latin American market while offering a compelling alternative to events like Cannes Lions. With a focus on creating a high-value experience, Muche highlights the importance of face-to-face interactions, structured networking, and curated discussions that drive tangible business outcomes.

What to expect in 2024

The upcoming show will feature an impressive line-up of C-suite speakers, including CMOs from Visa and Lego, as well as tech industry leaders and cultural influencers. Unlike traditional celebrity keynote slots, Muche emphasises that Possible prioritises speakers who can offer genuine marketing insights, ensuring relevance to attendees.

It's Always Media Thursday, NDA's regular podcast taking an irreverent look at the digital media and marketing industry, is back for 2025.

Hosted by NDA Editor Justin Pearse and Publisher Andy Oakes, It's Always Media Thursday takes a sideways look at a week in digital media.

In this week's welcome-back episode, we discuss how industry event speaking needs a dose of authenticity, reflect on Omar Oakes' recent column on network agencies and the continued rise of the indies, sustainable media, Cannes Lions, Possible, and our own plans for Cannes.

And we debut a new feature, Challenge Andy, set to replace 2024's popular What's on the Desk segment.

Sharon Palmer’s digital career spans over two decades. Currently Client Success Director at digital agency Idhl, she was key in the agency’s integration of nine businesses and eight separate brands into Idhl.

She spent 27 years at McCann, starting as an exec, working up to MD, setting up the agency’s digital operations as digital marketing was born.

In a wide-ranging and honest interview she discusses what it takes to get to the top in the digital industry, the personal characteristics that helped on this journey, her biggest mistakes and what they taught her, and her advice for anyone starting in the industry who wants to emulate her success.

And what lessons for company culture she learned from the colossal job of integrating so many brands into the unified mission of CEO Ben Wood.

It’s a fascinating story of how such integration can bring huge benefits for both clients and the agency’s people.