After a year filled with creativity, strategy and pure production joy, we can finally say it out loud. Together with DPG Media, Whisk won Bronze in the B2B category at the BEA Awards 2025 with the double case Stay Ahead & Show Up!. Two completely different audiences, each with their own objectives, yet one clear story we sharpened together. This journey was anything but a classic assignment. It became an exercise in trust, flexibility and audience-first thinking. And above all, a tribute to the power of live marketing.
CO-CREATION: THE KEY TO SUCCESS
DPG Media was at a turning point. Their new marketing strategy was ready to be implemented, but they were still looking for a way to translate that vision into live moments. That is when they turned to us for strategic input. From the very first sessions, it quickly became clear that their challenge was actually twofold. Their story needed to resonate with two completely different target audiences. On the one hand, a CEO network in need of depth and exclusivity. On the other, marketers and advertisers looking for energy, inspiration and connection.
Choosing to work with two events was therefore an obvious step. Deciding to host them on the same day and at the same location was a strategic move. The ING Arena gave us the opportunity to create a multi-purpose setting that could move with the rhythm of the day. One scenographic foundation where formats could shift without losing their own identity. The result was clarity in the narrative, efficiency in production, and a strong visual identity that spoke to both audiences.
Stay Ahead focused on an audience DPG Media had never truly been able to reach before. Top CEOs of leading Belgian companies who expect substantive value and a strong sense of exclusivity. The question was therefore obvious: how do you impress an audience that has already seen it all? That is precisely where the strategic challenge of this case emerged.
We created an exceptionally exclusive lunch experience in the ING Arena, with 72 guests and 72 waiters. An arena that normally feels colossal was deliberately made to feel small and personal, as if it had been built specifically for these 72 guests. Star chefs Wout Bru and Manon Schenck curated a high-level lunch that fitted seamlessly into the rhythm of the programme. The wine selection was developed by top sommeliers Gianluca Biscalchin and Sepideh Sedaghatnia, with pairings that supported the moment without drawing attention away from the conversations at the table.
Service played a crucial role. Each guest was attended by their own waiter, allowing everyone to dine at exactly the same moment and keeping the programme tight and unhurried. This level of personal service was not a small detail, but rather a deliberate choice to give this audience the attention and exclusivity they expect. Content-wise, the lunch was anchored by two international keynote speakers reflecting on visionary leadership. Focused, relevant and fully aligned with an audience that expects to be truly impressed.
Where Stay Ahead was built on long-term relationships, Show Up! was explicitly focused on short-term impact and direct sales. Within DPG Media’s new marketing strategy, this event had to anchor one clear idea in the minds of the audience: “we cannot not work with DPG”. 400 CMOs, advertisers and decision makers came together for a sector event that had to convince instantly, both intellectually and emotionally.
DPG Media’s entire autumn programme was presented within one continuous show flow. Keynotes, strategic insights and brand stories were seamlessly interwoven with live music and entertainment by, among others, Laura Tesoro and Mustii. The LED cube played a central role throughout. During the programme, it became the reveal for The Masked Singer (Helmut Lotti), bringing content and entertainment together in one powerful moment.
Towards the end of the evening, the LED cube descended and transformed into a DJ booth, with the DJ positioned directly on top of it. The arena visibly shifted from presentation to experience, without ever losing the narrative. . Show Up! became a live format that positioned DPG Media as an indispensable partner for brands and advertisers. One setting, one flow and one clear commercial ambition.
The biggest production challenge lay in the transformation. Two events with completely different atmospheres had to take place on the same day, in the same space. That is why we developed a multi-purpose setting that could be fully transformed in under an hour.
Stay Ahead and Show Up! were part of a broader strategic move by DPG Media. Within that context, both events were explicitly identified as highlights. The NPS score increased by an impressive 262%, a clear indication that the approach resonated with both audiences. In addition, the trajectory resulted in 7% new active clients, while DPG Media also achieved the highest reputation scores in the market.
Audience behaviour told its own story as well. A notable share of the CEO guests from Stay Ahead deliberately stayed on for Show Up!, confirming that this audience was not only reached, but also remained actively engaged. The combination of long-term relationships and short-term impact proved to be effective.
For DPG Media, the conclusion was clear. These events were not a one-off peak, but a future-proof format. As a result, the decision was made to repeat the concept every two years.
With this double case, together with DPG Media, we won Bronze at the BEA Awards 2025 in the B2B category. A recognition that goes beyond the stage. It confirms that a well-considered live strategy, driven by collaboration and trust, truly makes a difference.
We are proud of what we built together and above all grateful for the partnership with DPG Media. For the close collaboration throughout this project, the trust during every phase of the process, and the opportunity to fully harness the power of live marketing. This award is the result of shared ambitions and a shared belief in the power of live.
Live marketing isn’t about simply organizing something. It’s about feeling a brand, experiencing a message and anchoring an emotion. Because let’s be honest: that’s what truly sticks. And that’s exactly what we stand for.
