www Magazine

Reliable processes, clear areas of responsibility, and less effort for clients—these are the priorities Edwina Herrmann brings to her work at *what when why*. Since May 2023, she has served as a project manager at the Ludwigsburg-based agency, overseeing events of all scales from initial planning through to execution. In doing so, she combines her background in the hospitality and event catering sectors with a steadfast focus on the client’s perspective.

Effective retroactively as of March 1, 2026, the Ludwigsburg-based agency what when why has appointed Jana Leonhardt as Event Project Manager. The 25-year-old joined the agency, which specializes in event-centered B2B communication, in December 2023 as a Junior Project Manager and has since supported numerous projects—including those for LBBW, Bansbach, Bechtle, and Hager. During this time, she has established herself as a reliable and highly valued project manager.

Companies invest significant resources in developing new strategies. Market positioning is refined, business models are further developed, and transformation programs are launched. However, the real challenge often begins only then: How do you turn a strategic decision into a shared understanding and concrete action within the organization?

www people. People shape progress.
Great experiences don’t happen by chance.
They happen where strategy meets execution.
Where ideas become processes.
And complexity becomes clarity.

Strategies rarely fail because of their quality. They fail because people do not know what they mean for their own specific roles. That is why the Volksbank leadership conference was far more than a standard management event.

Global reach. Local presence. A new approach to international sales events.
Three days. 
Four global live streams. 
Over 1,800 customer representatives in more than 40 countries. The Dürr Open House 2026 was not a digital event. 

A touch of magic, a touch of AI …  For us, Christmas is the perfect example every year of how a major event – with the right 360-degree presentation – can make a real impact,…

“People don’t talk about topics; people talk to people!” And who could convey your messages to your target audiences more authentically than people from within your own company? We…

what when why supported BANSBACH in developing a clear corporate purpose. This purpose serves as a guiding principle, strengthens the corporate culture and sends a strong signal of authenticity and sustainability.

Digitalisation has long since permeated every aspect of life – and live communication is no exception. But exactly how does it influence the way events are planned, delivered and followed up?

FEINMETALL’s 60th anniversary marks not only an impressive company history, but also the transition into a new era: from a medium-sized company to an international brand.

The Ludwigsburg agency what when why is expanding to Cologne, strengthening its presence in western Germany. The new office stands for client proximity, creative live communication and strategic growth.

The Ludwigsburg-based creative agency what when why is setting new standards in sustainable event planning with a clear focus on the circular economy.

With a successful concept, the Ludwigsburg-based creative agency what when why successfully organised the Mercedes-Benz General Distributor Conference 2024 in Stuttgart.

From 27 to 29 February 2024, the international executive conference Armarium Days 2024, organised by the global company Armacell, took place in Lisbon under the theme “Setting Course for Sustainable Growth”.

To mark its 100th anniversary, TRUMPF set new standards with the Festival 100. With the support of What When Why, the campus was transformed into a sustainably designed business festival that brought the company’s values – appreciation, solidarity and a forward-looking approach – to life in a unique way.

To mark its 100th anniversary, TRUMPF transformed its campus into an interactive futuristic theme park. The strategy consultancy What When Why supported the company in designing and delivering this innovative event, which delighted over 4,000 guests of all ages.

Whether in the national press or on social media, it’s everywhere: the high-tech company TRUMPF is celebrating its 100th anniversary this year. We at what when why were right at the heart of it all and organised several truly momentous events for the global market leader.

To mark TRUMPF’s 100th anniversary, What When Why supported the company in designing and staging an extraordinary anniversary event. Through an innovative production, the team succeeded in blending tradition and the future, bringing TRUMPF’s innovative spirit to life.

We at what when why love challenges: Eight weeks after the TRUMPF Gala 100, two major events - around the 100th birthday of the TRUMPF company took place simultaneously on July 8, each with nearly 5,000 participants:

The Ludwigsburg-based event communications agency “what when why” won a Gold BrandEx Award in the “Best Digital Event” category, as well as a bronze medal for its overall entries in the “Best of Best” category. The “Dürr Open House 2021” project received the highest honour at the BrandEx Awards 2023 ceremony, held on 10 January in Dortmund. The BrandEx Award is the most prestigious accolade in the field of live communication in Germany; it is presented by the Event Industry Association (fwd).

www shows how, at the Dürr NEXT.assembly Innovation Summit 2022 in the green-screen studio, presenters, immersive worlds and high-resolution 3D product films come together to create an innovative customer sales event accessible worldwide. It demonstrates how people across the globe can experience a unique virtual product journey and engage emotionally with world-first innovations for final assembly.

"I have finished!" With these words, Giovanni Trapattoni concluded one of the most legendary press conferences in German football. Why are we talking about this? Because this moment shows the power and sustainability that can be found in spoken words. A good speech can change the world. It can build reputation and guide people. But it can also cause damage. Great damage.

what when why designed and organised a unique anniversary celebration for long-serving employees of the Voith Group. The event took place in the heart of the Voith Arena – the home ground of second-division football club 1. FC Heidenheim. It included a visit from successful coach Frank Schmidt and a special edition of Dingsda.

what when why designed and realized a unique anniversary celebration for long-term employees for the Voith Group. Right in the Voith Arena, the home stadium of the second division soccer team 1. FC Heidenheim. Including a visit from successful coach Frank Schmidt and a special edition of Dingsda.

The coronavirus pandemic has hit the live communications sector harder than almost any other industry. Solutions that had worked perfectly for decades were rendered obsolete virtually overnight. What may sound like a disaster at first glance is, however, proving to be a major opportunity for the future of the industry.

The agency ’what when why’ from Ludwigsburg continues to expand its social and ecological commitment. On the one hand, the agency was officially certified as a climate-neutral company by ClimatePartner. Beyond that in the future national and internationally only climaticneutral Events are planned and converted.

The live communications agency has secured Dürr Systems AG as a new client. The team led by Sascha Jaite, a member of the management board, is planning and delivering the Dürr Open House as a digital event. The event, organised by the specialist in turnkey painting and final assembly systems as well as machine and robot technology, is the company’s most important innovation exhibition.

We know about live events. Digital and hybrid ones too. But what are Smart Events? Carsten Knieriem and Stefan Luppold define the Smart Event in their guidebook as follows: "... a clever, modern, strategically and in terms of staging precisely fitting live communication." What that means exactly, they describe in a detailed and practical way.

Which tool helps make live communication measurable? And in a valid, data-driven way? The Ludwigsburg-based agency what when why has designed wwwAnalytics specifically for this purpose. With wwwAnalytics, measuring the success of live communication becomes straightforward.

In a very short space of time, hybrid events have become the ‘new normal’ in live communication. Thanks to cutting-edge, interactive modules, they create memorable and unique product experiences for staff and customers – both on-site and online, across the globe.

The balance between economic and environmental considerations is one of the most important and pressing issues for the future. This megatrend is becoming an increasingly central focus in almost every aspect of life. The communications industry must also address this challenge.

Are online events the new ‘live’? Can events in the digital space be effective at all? With eight arguments, we demonstrate that online events are far more than just a stopgap during the pandemic. They offer a valuable opportunity to engage key stakeholders quickly, emotionally and, above all, sustainably, but…

Interview with Carsten Knieriem and Sascha Jaite in top magazin STUTTGART.

Reconciling economic and environmental concerns is one of the most important and pressing issues for the future. This megatrend is becoming an increasingly central focus in almost every aspect of life. The communications industry must also address this challenge.

A Ludwigsburg-based agency specialising in live communication has organised the first online event for this innovative yet down-to-earth insurer. Forward-looking and interactive elements offer valuable opportunities during the two-day event for senior executives. Everything was streamed online. Everything was meticulously coordinated.

As a live communications agency, we bring companies to life. We inspire people – our clients’ target audiences. We are committed to authentic and credible communication. This fosters goodwill. Goodwill opens people up to enthusiasm. Enthusiasm leads to identification. Identification fosters loyalty.

Stuttgart. Through strategically planned event marketing, companies and brands can get really close to their target audiences – and even take them along for the ride. Both in person and online. But how does it work?

From the very beginning, what when why has supported the Stay Foundation in Stuttgart. Its aim is to promote sustainable development cooperation in Africa. https://www.regio-tv.de/mediathek/105482

When it comes to addressing sensitive issues in a humorous yet clear and concise manner, business theatre is an impressive and highly effective tool...

Stuttgart/Bremerhaven. “Young People Researching for the Future” – an event concept that explores the many facets of actively shaping the future. The Robert Bosch Stiftung’s current school project in Stuttgart: “Our Common Future”.

How about a modular, adaptable workspace that fosters an open and collaborative working atmosphere? One that can be flexibly adapted to different working situations and any location?

There are numerous methods for facilitating large groups, and under certain conditions they can be extremely effective. These include the World Café, Open Space, Future Conference, Brainwriting, and many more.

Stuttgart/Heidenheim. As part of an international management meeting organised by Voith Paper, the Stuttgart-based event agency what when why was tasked with communicating ‘Papermaking 4.0’ in a way that was clear, visually engaging and immersive. It was a truly unique event. Using a combination of multimedia displays and live presentations, www developed a seamless narrative.

Stuttgart. Youth marketing campaign: "Do your own thing!" what when why is developing a strategically planned communication campaign with an online portal for the integrated youth marketing initiative of the Kreissparkasse Waiblingen (KSKWN). Read more...

Stuttgart/Rottweil. The concept put forward by what when why had impressed the management at ThyssenKrupp Elevators, leading to the decision to entrust the organisation of the topping-out ceremony to the Stuttgart-based event agency. "We had to take into account the specific challenges of an open-air event, as well as the overall structure of the event, incorporating key speakers and the other elements of the programme..."

Three exciting days of culinary delights on the Balearic island of Mallorca. We designed this sales incentive as the perfect way to kick off the barbecue season, providing participants not only with information on the topic, but also giving them the chance to get hands-on...

Volksbank Dettenhausen’s 125th anniversary is something to be proud of. It’s not just us who think so, but SWR as well. The bank and our exciting concept for the entire anniversary year have also been recognised through the positive response to the accompanying press coverage by what when why®....

Stuttgart/Ulm. As we all know, change begins in the mind. And that is precisely where – in people’s minds – the messages were to be embedded at the executive event attended by 180 international participants. Together with Voith Hydro, www staged a new approach to teamwork – and the path towards it...

Under the slogan “Stay the Night”, around 250 guests attended a charity event where they were informed, in particular, about the aims and purpose of the foundation and the new fundraising campaign, which was developed in close collaboration with what when why®...

To raise awareness of the Stay Foundation and increase funding for its projects, What When Why developed the overarching concept for the new Stay campaign: ‘Entrepreneurs for Entrepreneurs’.

Stuttgart/Singen. We’re interested in the issues of the future! So, let’s head straight to the modern town hall in Singen to get involved in mice lab: 2015, thought the Stuttgart-based events agency what when why...

Why companies are increasingly turning to credible and engaging communication in the age of Industry 4.0 and digitalisation Small and medium-sized enterprises form the backbone of the German economy. Small and medium-sized enterprises are highly innovative.

The first Recruiter Slam in Stuttgart hits the nail on the head when it comes to the needs of growth-oriented companies in Germany. They are looking for: junior staff, skilled workers and recent graduates. And they need plenty of them. However, not every applicant is a good fit for the company and, more importantly, the ‘best’ candidates are now in a position to choose which company they want to join. It’s a golden age for qualified employees. An increased need for action on the part of employers.