The Possible creator explains to The Drum why he wants to make the popular event into marketing's equivalent of Davos rather than a CES or Cannes clone.Christian Muche appeared to be a Miami native. W

The Possible creator explains to The Drum why he wants to make the popular event into marketing's equivalent of Davos rather than a CES or Cannes clone.Christian Muche appeared to be a Miami native. Wearing a flamingo-pink suit from head to toe, he could have easily passed for the owner of the South Beach tequila empire as he strode around the Fontainebleau like a guy who understands exactly what he's built. However, Muche is here to promote a fresh idea for event promotion, not to sell alcohol.Possible, the show he started at the end of the pandemic, has grown to become one of the most talked-about events on the industry calendar in just three years. CMOs, internet innovators, media moguls, and platform giants are drawn to it because of its sun-drenched Miami Beach setting. Furthermore, Muche made it clear this year that this is something completely different from CES and Cannes.He told The Drum, "I hope Possible becomes the Davos of the marketing world.

" We had never heard that before, and it seemed like a significant change from how the event has been positioned up to this point. Because of the lush landscaping, well-known speakers, and brand events, it was dubbed the "Cannes of the US." He remarked, "Davos brings together the biggest decision-makers from industry, science, and politics." "The same is required for marketing."Muche has an impressive record and is the kind of guy you usually listen to. With more than 60,000 participants and 1,200 exhibitors, he co-founded Dmexco in Germany in 2008 and helped it grow into one of the biggest marketing trade exhibitions globally. He started it in New Zealand, where he relocated after Yahoo in search of a more tranquil life for his family. But the desire to construct came back. He claims, "I told my wife I was doing something new three months after moving." In Germany, it's Dmexco. It caught her off guard.