We’re excited to bring you the latest updates from the advertising world, where two of the largest conferences—Cannes Lions and Possible—have made headlines with their recent acquisitions. These developments highlight the growing importance of experiential marketing and the optimistic outlook investors have for the sector.
Cannes Lions and Possible: New Beginnings
In a significant move, business intelligence firm Informa acquired Ascential, the parent company of the Cannes Lions Festival, for $1.6 billion. Meanwhile, Beyond Ordinary Events purchased the 2-year-old conference Possible for an undisclosed sum. While Cannes Lions has been a staple in the industry since 1954, attracting 12,000 attendees in 2024, Possible, although newer, has made its mark with 3,600 registrants.
Key Highlights:
Cannes Lions Festival: A long-established event that has become synonymous with creative excellence in advertising.
Possible Conference: Despite being relatively new, it has quickly become a crucial gathering for media executives and marketers.
Why This Matters:
These acquisitions reflect the rising value of business-to-business events in advertising. Events like these are crucial for deal-signings and offer brands unique opportunities to engage with their target audiences through in-person activations.
Industry Growth:
The global advertising industry is set to exceed $1 trillion in revenue by 2025. After a slowdown, it’s rebounding with a projected 7.8% growth in 2024, reaching $990 billion.
The twin acquisitions of Cannes Lions and Possible reflect a vibrant and optimistic future for the advertising industry. These events not only foster creativity and innovation but also serve as critical platforms for deal-making and brand activations. As we look forward to 2025, the industry’s growth trajectory remains promising.
Source: Adweek
