How much is Possible’s future in Michael Kassan’s hands?

The second installment of marketing, media and tech tentpole aspirant Possible 2024 wrapped up last week, and for all intents and purposes it appeared to avoid the sophomore slump that often accompanies year-two efforts.

Attendance was up more than 1,000 over 2023 to hit 3,600, and by and large attendees felt they were able to network and catch up with colleagues and clients just as, and in some cases more, effectively there as other tentpoles – be it CES, Cannes Lions, Dmexco or Advertising Week.

Some people in the know at Possible said they see the potential of the conference taking a bite out of Cannes’ attendance, most acutely by U.S.-based marketers who could save money by staying on this side of the Atlantic. Others, meanwhile, believe the event may move to earlier in the year, as a possible competitor to CES’ C Space attendance (which, given Kassan’s current contract spat, would be a jab at Medialink).

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