Meetings People

By Brian Morrissey • 1 May 2025

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I spent a good chunk of the week at the Possible conference, which has made remarkable progress in just three years to establish itself as a marquee stop on the marketing events circuit. Now whether there needs to be so many of these events throughout the year is another story but to me speaks to how humans are social creatures, not rational creatures.

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Meetings People

The Fontainebleau hotel in Miami Beach is one of the city’s most famous hotels. Architect Maurice Lapidus created a grand scene that attracted the Rat Pack in the 1950s. His pièce de résistance: a wide staircase that ascends to… nowhere.

It was a fitting context for what was the heart of Possible, the sprawling marketing conference that attracted hundreds of marketers and thousands of intermediaries. The lobby was heaving with the pent-up energy of sales. Bleu de Chanel hung in the air.

The lobby is the locus of Possible. The sessions are elsewhere, the brands are seemingly secured in a Red Keep somewhere in the complex, and the poolside area filled with ad tech companies is fairly placid. The raw energy was in the lobby, where pillars with Viant branding frame a Renaissance-quality orgy of networking. This is the home of Meetings People. For a few hours over a few days, I too was one of them.

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Meetings People