WE ARE

So PR.

Her/His Story of So PR | Amsterdam | Est. 2005 |

Some companies start with a business plan. We started with a belief: that real connection. Honest, human, heartfelt is the most powerful force behind any brand. Founded in 2005 by Odette Schoonenberg and Thijs Willekes, So PR was built on the idea that PR could be personal, purposeful and powerful, without the fluff, no PR bullshit. After Odette’s passing in 2017, her jolly spirit remains deeply woven into everything we do. Her warmth, uniqueness and creative approach on the business continues to shape both our work and our culture in the present while the next-gen of So talents adds a lively, fresh new So dynamic.

The So PR way

Today, at So PR we’re a team of 27 individuals with strong minds and big hearts. Some have been with us since the very beginning, shaping So PR’s DNA from day one. Others joined later, bringing fresh perspectives and new energy. We often say we’re a family business, without actually being family. Because we care. About the work, about our clients & partners, and about each other. There’s a reason people stay here for years: we grow together, celebrate together, we get things done together and we built together.

“A simple Hello could lead to a million things.”

Born in 2023, So Studio Amsterdam was added to the scope of services and PR tools, another transforming 300m² of space into pure creative potential, a playground, gallery, podcast studio and event space for all brand related content and activations, ready to become whatever you imagine. Even yours.

We don’t work from a script. We work from instinct, experience, and the kind of relationships you can’t fake. We’ve spent over two decades building trust with stylists, editors, creators and tastemakers. Which means when we send something, it gets opened. When we pitch a story, it gets considered. And when your brand shows up in the media landscape, it’s because it belongs there. We’re not here to play it safe. We’re here to spark something, a feeling, a shift, a headline. Because at the end of the day, this isn’t just about coverage. It’s about connection. And we’re really good at making that happen. It starts with a simple ‘hello’ and who knows where it might end.

It is the year 2005 when Thijs Willekes and Odette Schoonenberg accumulate their shared knowledge and network and founded So PR, an all-round PR agency with a focus on beauty, fashion and lifestyle. Working closely with both the media as well as clients creating a custom-made proposition each and every time. We never ‘just' market a brand and we never will; we develop an all-round philosophy and strategy in a remarkable way, both in the magical sense of the word as well as performance driven, as at the end of the day we share the same goal with you: creating the utmost results in off + online media coverage, brand awareness & visibility and expanding the brands reputation and urgency in the competitive field of fellow brands.

The company willing to walk the extra mile

The contemporary and creative 300m2 So PR showroom space, also known as the So social hub, is the bedrock that brings it all together; The day to day 'hometown' for every respectable stylist and content creator in the Dutch scenery, that on a Monday could be the decor for a TikTok campaign directed by our social content team, on a Tuesday the editing room of an event movie and on a Friday the designated place for an interview with a collaborating brand’s founder, working on a brand story with our copywriter.

Located in the heart of Amsterdam but with an international reach, So PR changed the definition of PR as we might know it while never shying away from the traditional PR expertise. It’s in our core and is our core business, while having incorporated online, influential and digital marketing as an equal important present-day competence, So is having all the right tools to effectuate growth in each of your present brand objectives.

So familiar faces

If you ask around about So, people will for sure tell you about our delightful, trustworthy and most of all reliable no-nonsense team. Even more outstanding is the fact that all members of the So Team tend to stick around, evolving and expanding their expertise within the company for years in a row. This makes our team both very powerful as well as successful and undeniably a pretty familiar face to almost every person in the media industry.

Meet the team

No filters, just real people. A diverse team with different stories, talents and perspectives, captured just as we are. Personality is our greatest asset.