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Two of the largest conferences in the advertising and media circuit, Cannes Lions and Possible, were both acquired this week, the latest sign of the burgeoning value of business-to-business events.
The business intelligence firm Informa acquired Ascential, the parent company of the Cannes Lions Festival, on Wednesday for $1.6 billion. And on Friday, Beyond Ordinary Events bought the 2-year-old conference Possible for an undisclosed sum.
The two events differ in a few key respects—the Cannes Lions Festival, for starters, was founded in 1954, and it attracted 12,000 attendees in 2024 compared to Possible’s 3,600 registrants—but they share far more in common.
Both cater to a professional crowd of marketers and media executives, and each plays a vital role in the dealmaking process that fuels the international advertising business.
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