future? shaped by us. Beke's journey as a young talent at wtf25 – we transform future

But what exactly is ‘we transform future’ (wtf for short)?
It is not a traditional industry event. It is not a conference in suits.
wtf is a mindset. It is a platform and an invitation to help shape the future.
The format brings the industry together in one place where the future is not just thought about, but made – together, courageously and openly – for two whole days. Anyone who really wants to make a difference in the live communications industry will find the right space here: creative minds, well-founded ideas and practical solutions.

Rough, clear, lively and honest. Whether in the design, the location or the communication. Between neon-coloured tiles, straightforward typography and a design that prefers to irritate rather than ingratiate, a visual language emerges that makes you want change and a tone that gets to the heart of the matter: progressive, direct, activating.
Panels, talks and deep dives with relevant voices from the industry, genuine spaces for discourse, inspiring formats and networking that is not small talk but substantive exchange – all this is wtf.
we transform future offers various stages for discussion, reflection and co-creation – whether for trade visitors, decision-makers or newcomers. It doesn't matter where you come from – what matters is where you want to go.
Launched by fwd: – the association for those who make a difference live. A mouthpiece, network and representative of an industry that can take the stage and show attitude.

But who is behind the event? It is not a dedicated, well-established wtf team, but rather a mix of young talents and experts from across the industry that makes the development of the event so exciting! Young talents contribute fresh ideas, develop their skills and actively participate in the design process, while experts provide support with their experience and valuable feedback.
This is where the wtf format really grabbed me. After the team met virtually for the first time in early February and the final questions were clarified, the first ‘working day’ took place on 24 February in Bremen at the event location, the old shipyard. The working groups were divided up, the location was inspected and, during the first meeting, brainstorming began immediately. In addition to employees from the fwd: office, young talents and experts from eight other companies and agencies were also present – a colourful mix, in other words.
Whether it was budget and finances, location, catering, programme, evening event, areas, sponsorship, contract and guest management, sustainability, communication, marketing, website or media and design – everyone was able to join a working group according to their skills and interests, and they worked diligently from the very first working day.

For me, this meant regularly thinking about how we could put together a programme that people would definitely not want to miss.
However, the development process was not just about brainstorming cool session titles and exciting topics. The focus areas of fwd: were also taken into account. The result was a good mix of business, people, politics and sustainability topics. The individual fwd: communities should also be represented. That meant agency, catering, design, entertainment, exhibition, location and production were added to the list. What started out with a lot of freedom quickly filled up over the course of the meetings. Since the annual general meeting of fwd: also takes place at we transform future and we naturally wanted to ensure a good evening event, the remaining space was filled with committed speakers from the industry and ideas from the wtf25 team. In the end, the programme reflected what we had set out to achieve in advance: diversity, depth and interaction.

The two days on site flew by. The top location, the Alte Werft, was full, and we as a team were more than proud of ‘our’ wtf25 – an event that I myself enjoyed attending and was happy to help organise. I'm taking away not only new contacts and skills from Bremen, but above all the feeling that change begins when we dare to help shape it.

These were the specific added values for me:

Change of perspective: I learned how different approaches to the same challenge can be and how valuable that is in the team process.
Network effect: I came into contact with people I might never have met otherwise, which not only led to genuine collaboration, but also provided insights into various companies in the association and the association itself.

wtf symbolises the change in the event industry: towards more collaboration, attitude and courage to change. If you're wondering how to really succeed in promoting young talent: this is how! By creating spaces for young talents where learning and co-decision-making are equally valued.

Original quotes from the wtf team:

Larissa Klegraf, Project Lead wtf, fwd:

wtf25 was a real statement — in terms of content, visuals and atmosphere. From the very beginning, it was clear: this wasn’t just another we transform future event, but an experience designed to inspire, challenge and connect.

Day one already set the bar high, with outstanding keynotes, diverse panels and a setting that invited people to think along, join the conversation and truly feel involved. Across a wide range of formats, one thing became clear: transformation begins the moment we step outside our comfort zones. That’s exactly what wtf25 achieved — by creating an atmosphere that encourages discourse while also making space for contradictions.

The response to the curated content was intense — rarely have discussions been so honest, direct and controversial. Participants fully engaged in real debate, tackling topics that have long been at the heart of our industry.

On top of that, the “Alte Werft” venue — with its many different areas and stages — was far more than a visual highlight. It became a symbol of what we wanted wtf25 to stand for: creative freedom, playful approaches, and at the same time real depth of content.

Day two amplified this even further. Bold perspectives on leadership, mental health and social responsibility clearly moved many people — professionally as well as personally. What makes me particularly proud is how openly people from a wide range of industry segments connected, networked and learned from one another.

wtf25 was pure team effort — and proof of what becomes possible when you truly allow new paths to emerge. Bremen was the perfect place for it: authentic, adaptable, and courageous.”

Dascha Berns, Co-Project Lead wtf:

wtf is a statement — and wtf25 was loud! Together with young talents and experts, we achieved something truly great: an event for the events industry and its future.

So many impulses, so many people, one shared goal: to help shape live communication, with all its challenges and potential. With talks and workshops — on stage and in the ball pit — conversations and creative inspiration around people, politics, sustainability and business, attendees moved forward after two days of wtf with bold ideas and a clear sense of purpose.

A cross-generational exchange that brings together different levels of experience, driven by the ambition to advance the future of the events industry — that is wtf, and that was wtf25.”

Soundbites from the om-Team:

Jörn Huber, CEO: “The creatively staged ball pit stage with formats like the Pain Pool or FKK was a real highlight – and in terms of content, it was clear how much our way of working will change in the coming years. This transformation was truly palpable throughout the content.”

Sven Rudeloff, Director Operations: “The setting, the venue and Bremen as a location were a real surprise. And the boldness in design and language! The ball pit, the tone, the people on site: everything showed just how much future and transformation is in our industry. And, typically for the events industry, there was that moment at the bar – cool people who immediately connected.”

Franzi Rudolph, Head of Event Management and Solutions: “Some sessions demonstrated just how much movement there is in our industry and how important it is to question structures to remain attractive, agile and innovative. My main takeaway is that classic Q&As can be reimagined, making conversations much more open. And, as so often, it was the chats at the coffee bar that brought new contacts and valuable inspiration.”

Birgit Huber, Marketing Manager: “The lovingly designed location in the old shipyard was simply perfect, with details like swings and a lifeguard’s chair giving it a special flair. In terms of content, it was especially the discussions on the second day that were convincing – with bold perspectives on leadership and inclusion, showing just how much change is possible in our industry.”

Even though wtf25 has come to an end, it is not a project that will ever be truly finished. It is a mindset we live by. I am glad to have been part of the wtf crew this year, and I look forward to seeing it return for another round in 2026 – whether with me or with other young talents eager to broaden their horizons and help shape the future. Thank you to everyone who made this fantastic event possible.

Special thanks to fwd:, Engelmann Messe & Design GmbH, Holtmann+, JOKE Event AG, JustUs! Events, PHOCUS BRAND CONTACT GmbH & Co. KG, Schnaitt International Messe- und Ladenbau, Studieninstitut für Kommunikation GmbH, and of course my team at ottomisu, who enabled me to have this experience.