At POSSIBLE 2025, we brought the Mindset Era to life – and the industry showed up for it. We kicked things off with a packed keynote session on the power of contextual targeting with OLLY, Hershey and Expedia, followed by a fireside chat with agency partners from Digitas NA and Klick and an ultra-exclusive VIP dinner with music superstar, DJ Khaled.
This year, every moment was designed to take us back to when advertising truly made us feel something. The heart of that theme came to life in the GumGum Retro Lounge, our nostalgia-fueled space that blended iconic throwbacks from the past with next-gen advertising. From mixtapes to magazines, the Retro Lounge was a fully immersive nod to the golden era of brand storytelling and reminded the industry of what made advertising magical in the first place: emotion, creativity, and connection.
But this year’s event wasn’t just about visibility. It was about vision, connection, and creativity. Throughout the week, one message came through clearly: advertising is entering a new era, one rooted in mindset. It’s no longer about chasing impressions or clicks. It’s about creating great experiences for people, showing up in the right moments, and making meaningful connections. AI may be part of the picture, but the real magic happens when technology meets creativity, context, and emotional relevance
Here's a full look back at everything that went down at POSSIBLE 2025 – from standout sessions to cultural moments and the key trends that are redefining what impactful advertising looks like now.
From Mindset to Measurable Impact with OLLY, Hershey & Expedia
Our CEO Phil Schraeder took the stage on Tuesday morning alongside Vinny Rinaldi (VP, Media & Marketing Technology at Hershey), Jennifer Peters (Director of DTC, Martech, and Digital Compliance at OLLY), and Angelique Miller (VP, Media Studio at Expedia Group) to deliver a keynote that honed in on this expanding dominance of mindset-first marketing. The Mindset Era in Action: Contextual Innovation and Engaging Consumers at the Perfect Moment drew nearly 300 attendees to the session, a clear sign that the industry is ready for a shift. The panel explored how advertising can move beyond targeting demographics to truly understanding consumers by tapping into mindset, mood, and environment.
A highlight of the discussion was how GumGum’s AI-powered data engine, The Mindset Graph™, surfaced unexpected, high-performing audience affinities for each brand:
- Hershey’s Twizzlers saw strong contextual resonance with audiences interested in ice hockey, interior design, and scratch-offs. This opened up unexpected angles for storytelling and media planning.
- OLLY’s focus-related products over-indexed with video game content, challenging traditional assumptions about age-based targeting and pointing toward new Gen Z engagement strategies.
- Expedia’s travel ads performed exceptionally well in categories like musicals and fashion, unlocking creative opportunities to stand out from the “sea of sameness” in travel marketing.
The panelists agreed: tapping into mindset reveals the moments that truly matter. As Vinny Rinaldi (Hershey) put it, “You can’t make s’mores without chocolate.” In other words—you can’t make meaningful ads without the right context.
All We Do is Win: A Night with DJ Khaled
Later that evening, the excitement shifted to a more intimate but no less impactful setting. GumGum hosted a private, offsite executive dinner featuring an exclusive chat between Phil and none other than DJ Khaled.
With CMOs, CEOs, and brand innovators gathered around the table, the conversation was rich, relaxed, and truly resonant, highlighting the importance of cultural connection, leadership, and authenticity in today’s marketing landscape.
Personalized cassette tapes, throwback decor and carefully considered details turned what could’ve been just another dinner into a standout moment: a nostalgic rewind with a forward-looking focus. We even curated our own Spotify playlist for the event. Give it a listen here.
The Retro Lounge: Vintage Vibes, Modern Impact
If the keynote was the mainstage moment, the GumGum Retro Lounge was the heartbeat of the floor. From a wall of vintage TVs and mixtape-inspired content to scratch-and-sniff stickers, mood rings, and a branded Bevi station, the lounge brought advertising nostalgia to life. Attendees experienced the joys from their past by flipping through vintage magazines, snapping Polaroids and clicking through viewfinders loaded with retro ads.
Our space hosted everything from spontaneous interviews to media shoots and podcast recordings, all wrapped in laid-back Miami energy. Lauren Douglass recorded an upcoming episode of her podcast, Permission to Seek, right from the lounge, interviewing both Phil and Kerel about their personal journeys and the future of advertising. Keep an eye out, the episode will be out soon!
We also kicked off a new social-first series exploring how nostalgia fuels modern brand storytelling. Stay tuned for both launching soon—and be sure to follow us on LinkedIn and Instagram to catch every moment as it drops.
People lingered, engaged, and came back for more, not just for the swag, but for the conversation. From curiosity to conversion, the lounge was where it all happened. View the full photo gallery and experience it for yourself.
Context in Action with Digitas NA & Klick
In the heart of our retro-themed lounge, our CMO Kerel Cooper hosted a dynamic fireside chat with Liane Nadeau (EVP, Head of Media Investment at Digitas) and Kristy Quagliariello (VP, Programmatic Media at Klick) to unpack how contextual advertising is evolving in the age of AI. The vibe was relaxed, but the insights were razor sharp.
The group explored how marketers are shifting away from reliance on third-party data and instead leaning into context signals to inform creative strategy, brand alignment, and media investment. Liane spoke to the importance of showing up in environments that reflect a brand’s values, while Kristy emphasized how AI-driven context helps unlock emotional relevance at scale without sacrificing control or quality.
The conversation underscored a key shift in the industry: context is no longer just a targeting tool, it’s a strategic advantage. By focusing on where and how consumers are engaging, brands can craft campaigns that feel native, timely, and emotionally relevant. The result? Advertising that doesn’t just get noticed, but genuinely connects.
Big Feels, Bigger Shifts: 5 Trends That Ruled POSSIBLE 2025
The industry is finally waking up to what consumers have known all along: relevance isn’t just about who you are—it’s about how you feel, where you are, and what’s going on around you. The best campaigns don’t just deliver impressions, they make an impact. Here are the five trends that rose to the top and are pushing our industry forward:
AI With Context Is the Real Power Couple:
Sure, AI is everywhere, but the winning conversations weren’t about automation for automation’s sake. They were about context. Forward-thinking marketers are pairing AI with environmental signals, emotional cues, and cultural timing to connect with people in more meaningful ways. When you layer intelligence with intent, that’s when the magic happens.
Creativity Is Cool Again:
Nothing beats a bold idea. The standout sessions weren’t the ones packed with product specs, but the ones that celebrated human insight, design, and craft. AI is becoming a helpful co-pilot, but creativity is still in the driver’s seat. The future belongs to marketers who are bringing back the essence of marketing from the past and prioritizing storytelling, timing, and cultural fluency.
Search Isn’t Dead. It’s Just Everywhere:
Forget the old funnel. Today’s consumer journey is scattered across TikTok, GenAI chats, retail platforms, and everywhere in between. Search has splintered and with that comes opportunity. The best brands are meeting people at every touchpoint, using curiosity as the new conversion trigger. It’s not about keywords anymore, it’s about context cues.
Brand Safety Doesn’t Mean Playing It Safe:
Gone are the days of blunt blocklists and risk-averse media plans. Brands today want to be safe and seen—in places that reflect their values without muting their voice. Smarter safety tools now allow advertisers to show up in real conversations, stay culturally relevant, and still maintain control. It's not about avoiding culture; it's about aligning with it.
Retail Media is Growing Up:
Retail media isn’t just a last-click game anymore. The conversation is shifting upstream to influence, inspiration, and intention. As platforms become more sophisticated, brands are realizing the power of full-funnel strategies that connect with shoppers before they’re even thinking about checkout.
All of this to say that the most powerful ads don’t just target, they tune into the mindset of consumers to meet them where they are, within content they care about. That is what will fuel the next-generation of successful campaigns.
Next Stop: Cannes
We’re not done. We’re taking the Mindset Era global – next stop: Cannes Lions.
We’re bringing the vintage spirit of the French Riviera to life with our Le Rétro Studio on the Croisette - inspired by the golden age of creativity, where bold ideas, cultural craft, and timeless storytelling come together. Learn all about it below.
