Beyond Ordinary Events, Inc. (BOE)’s POSSIBLE, the premier marketing tentpole announced that it has been acquired by Hyve Group, one of the world’s leading organizers of next-generation events.
By joining forces, Hyve and POSSIBLE will combine resources to deliver a unique platform and experience that continues to bring marketers, business leaders and visionaries across the marketing, media, and technology industry together to be inspired, to drive progress and deliver solutions around their most challenging marketplace issues.
Christian Muche, Co-Founder and CEO of Beyond Ordinary Events, will serve as Global President. Muche will continue to focus and lead on POSSIBLE’s future growth and deliver against his vision to bring a new experience to the marketing and business community. Muche will continue to serve as the visionary leader and key player in setting the agenda for POSSIBLE’s future events.
“BOE and POSSIBLE has found a unique home and amazing partner in Hyve,” said Christian Muche, Global President, BOE’s POSSIBLE. “Hyve and POSSIBLE share common values and a deep desire to reimagine the event space by creating experiences that deliver business value and inspiring outcomes for our customers. We’re very excited for what’s to come and the opportunity to expand upon all our success.”
“We are incredibly excited about the acquisition of POSSIBLE by Hyve Group, as it provides an even more powerful platform for MMA to share transformative insights with the marketing community, helping marketers to embrace the possibilities of the new future of marketing,” said Greg Stuart, CEO, MMA Global and co-founder of POSSIBLE. “There is no better partner for the MMA than Hyve Group with their track record in innovating and transforming the event attendee experience. The entire MMA Global Board of Chief Marketing Officers and marketing solutions companies is ecstatic about this partnership to scale our support for marketers in growing their businesses through better event experiences in the U.S. and worldwide.”
“When Christian and his team launched POSSIBLE, they set out to build a tentpole event that would fill a void many were failing to have, high level discussions tackling the top business challenges our industry faces,” said Michael Kassan, Chairman of BOE. “This next chapter reinforces the commitment we’ve made to drive value, deliver impactful solutions, and create an unparalleled experience that will redefine industry tentpoles. Additionally, I am thrilled to be continuing as Chairman.”
POSSIBLE is powered by the omnichannel expertise of MMA Global, the only marketing trade association that brings together the full ecosystem of brand marketers and industry solution providers working collaboratively to shape the future of marketing. Together, Hyve and MMA will work together to deliver POSSIBLE as the number one platform for inspiration, networking, industry progress and business opportunities for marketing professionals worldwide.
“At Hyve, we are motivated by our purpose, which is to create game-changing impact for our customers, their businesses and industries, through our unmissable in-person events,” said Mark Shashoua, CEO of Hyve. “It is crystal clear that POSSIBLE has become the go-to event for its community and catalyst for positive change for marketing professionals, globally.”
In 2024, POSSIBLE’s attendance reached more than 3,600 registered attendees, up more than 49% over the inaugural event in 2023. The event quickly established itself as one of the industry’s must-attend experiences – like no other industry before – bringing together forward-thinking leaders to discuss new ideas that will disrupt the world of marketing. POSSIBLE’s third annual event will be held on April 28-30, 2025, at the Fontainebleau in Miami Beach.
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