So PR
So PR is an Amsterdam-based, privately held PR and communications agency founded in 2005, serving fashion, beauty and lifestyle brands in the Netherlands with retainer-based earned media, influencer marketing, events, showroom, content and social services.
- Company typePrivate
- Founded2005
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What So PR does
So PR B.V. is a privately held, Amsterdam-based public relations agency founded in 2005 by Odette Schoonenberg and Thijs Willekes, specializing in fashion, beauty and lifestyle brands in the Netherlands. The firm offers a 360-degree service portfolio that includes earned media and press relations, influencer and celebrity marketing, event production, showroom exposure, content creation, social media management, product placement and seeding, out-of-home advertising, copywriting and media planning. Underlying the offering is a proprietary 300m² showroom in Amsterdam and the separately operated 300m² So Studio Amsterdam creative venue launched in 2023, which together serve as physical infrastructure for stylists, editors and content creators.
The business runs on two complementary revenue streams: recurring monthly retainer subscriptions with a minimum 12-month commitment (payable monthly, quarterly, semi-annually or annually) and project-based work such as the Power Project one-off collaborations, event production, and hourly UGC services at €45/hour. So PR's go-to-market is direct, enterprise-style field sales targeting brand marketing decision-makers, with named clients spanning Steve Madden, HANRO, HEMA, Primark, Peek & Cloppenburg, Charles & Keith, Liu Jo, Lyko and others. The firm employs approximately 27 people and operates without disclosed external funding, parent company, or subsidiaries.
So PR firmographics
Firmographics- Name
- So PR
- Legal name
- So PR B.V.
- Website
- https://www.so-pr.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- So PR is an Amsterdam-based, privately held PR and communications agency founded in 2005, serving fashion, beauty and lifestyle brands in the Netherlands with retainer-based earned media, influencer marketing, events, showroom, content and social services.
- Ownership category
- akta.pro rank
So PR industry classification
Industry- Product category
- Public Relations Services
- NAICS
- Public Relations Agencies (541820)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Consumer & Lifestyle PR (MPAAADAB)
- akta.pro secondary industries
- Influencer PR & Seeding (Gifting/Press Kits) (MPAAAHAG), Event PR & Communications Support (BPAFADAO), Social Media & Community Management (PR-led) (BPAFADAM)
Keywords
Where So PR is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
So PR business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Others
Revenue model
- PR Retainer Services: Monthly retainer fees for ongoing PR services including earned media, media relations, celebrity dressing, showroom management, influencer marketing, and brand positioning. Minimum contract duration of 12 months with monthly, quarterly, semi-annual, or annual payment options.
- Project-Based Services: One-off collaborations such as Power Project for focused strategic boosts, content creation projects, event production, and campaign work. Additional services like UGC content creation charged at hourly rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly retainer for ongoing PR services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
So PR product offering
Product offeringCore offering
So PR is a fashion, beauty, and lifestyle public relations agency that sells retainer-based and project-based PR services to brands. Core deliverables include earned media relations, influencer and celebrity marketing, showroom exposure (300m² in Amsterdam), on-/offline event production, content creation, social media management, and out-of-home advertising campaigns, complemented by So Studio Amsterdam for venue and content production needs.
Product overview
So PR is a fashion, beauty, and lifestyle PR agency founded in 2005, offering a comprehensive suite of public relations and communications services. The agency operates a multi-service model combining earned media/PR, events, showroom management, influencer marketing, content creation, and social media support. Key service offerings include: PR Services (earned media, brand strategy), Events (on/offline product launches and press events), Showroom Services (300m2 space in Amsterdam), Influencer Marketing, Content Creation, Celebrity Dressing, Product Placement/Seeding, Image Cloud (press image bank), Social Media Support, UGC/EGC Services, Podcast & Recording Studio, Out-of-Home Advertising, Media Planning, and Copywriting. The agency also operates So Studio Amsterdam (launched 2023), a 250-300m2 creative event and content production space that complements their PR services with physical venue capabilities for brand activations, shoots, and events. The portfolio covers both domestic Dutch and international brands, functioning as a 360-degree PR and media presence agency.
Differentiator
Problem solved
Functional benefit
Brands
- So Studio Amsterdam: A separate creative event, podcast, and pop-up location in Amsterdam Oud-West, offering a 300m² space for shoots, podcasts, workshops, and brand activations.
Products and services
- Earned Media PR Services Traditional public relations services covering media relations, press coverage, and brand reputation management through earned media channels, targeting fashion, beauty, and lifestyle brands.
- Influencer Marketing Influencer identification, engagement, and campaign management service delivered by an in-house digital team to maximize traffic, social engagement, and brand awareness for clients.
- Events (On-/Offline) Custom-made online and offline events for brands, including product launches, press events, and launch parties, executed by an in-house production team with PR-managed guest lists.
- Showroom Services Access to So PR's 300m² Amsterdam showroom for stylists, editors, vloggers, influencers, and celebrities to engage with client collections for publications and content creation, including online tours and shipping when in-person visits are not possible.
- Content Creation Creative content production covering photography, videography, and talent coordination, tailored to each brand's needs and budget.
- Social Media Support Full social media management and sponsored content support delivered by in-house strategists, marketing specialists, and copywriters.
- Celebrity Dressing Outfit selection service for celebrities and their stylists covering red carpet events, cocktail parties, and public appearances, leveraging the agency's media network.
- Product Placement & Seeding Organic product placement and gifting services that match client products with suitable influencers, celebrities, and social media profiles.
- Branding & Consultancy
Quantifiable outcome
- €141,000 in free publicity for Dear Future Me book launch
- +4 more outcomes
Companies that use So PR
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles2 records
So PR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
So PR partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
So PR competitors and assessment
Company assessmentBroad incumbents
- Edelman: Global public relations firm with a long-standing Amsterdam office serving consumer, fashion and lifestyle clients. Overlaps with So PR in earned media, influencer and brand communications but operates at significantly larger scale across multiple sectors and geographies.
- FleishmanHillard: International PR network with Netherlands presence, offering consumer marketing, influencer and corporate communications. Comparable to So PR in serving consumer brand reputation and earned-media objectives, but as part of a much broader global portfolio.
- Ogilvy PR: Global creative and PR network with Netherlands operations, providing brand PR, influencer marketing and content services for consumer and lifestyle clients. Competes with So PR for fashion and beauty mandates while offering integrated advertising and PR capabilities at larger scale.
- MSL Group: Publicis-owned global PR and influencer network operating in the Netherlands, with strong consumer and lifestyle practice. Comparable to So PR in earned media and influencer services, but as part of a multi-discipline holding company with broader geographic reach.
- Hill+Knowlton Strategies: Global communications consultancy with Amsterdam presence, serving consumer brands on reputation, brand PR and influencer programs. Competes for similar fashion, beauty and lifestyle clients at greater scale, with broader sectoral remit beyond consumer.
- Ketchum: Omnicom-owned global PR agency with European operations providing brand storytelling, influencer and earned-media services for consumer clients. Comparable to So PR in core earned-media offering, but with substantially larger global infrastructure and cross-sector portfolio.
- Weber Shandwick: Interpublic-owned global PR network active in the Netherlands with consumer, fashion and lifestyle practices. Competes for similar brand PR and influencer mandates, offering integrated communications capabilities beyond So PR's boutique scope.
- Brunswick Group: Global advisory and communications firm with Amsterdam presence serving consumer and lifestyle brands on reputation and media strategy. Comparable in serving premium brand clients, though historically stronger in corporate and crisis communications than consumer PR.
Direct peers
- Talk to Media: Amsterdam-based PR and communications agency serving Dutch consumer and lifestyle brands with earned media and brand storytelling services. Closely comparable to So PR in geography, vertical focus and full-service PR offering for fashion, beauty and lifestyle clients.
- Bloomville PR: Netherlands-based lifestyle and fashion PR boutique offering media relations, influencer and event services to consumer brands. Comparable to So PR in scale, Dutch market focus and fashion/beauty/lifestyle specialization, providing a directly competing niche alternative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
So PR social profiles
Digital presenceSo PR financial estimates
Financial estimateRevenue estimate
Valuation estimate
So PR leadership team
Management profileNumber of profiles
Profiles2 records
So PR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
So PR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about So PR
What does So PR do?
So PR is a fashion, beauty, and lifestyle public relations agency that sells retainer-based and project-based PR services to brands. Core deliverables include earned media relations, influencer and celebrity marketing, showroom exposure (300m² in Amsterdam), on-/offline event production, content creation, social media management, and out-of-home advertising campaigns, complemented by So Studio Amsterdam for venue and content production needs.
Is So PR a public or private company?
So PR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was So PR founded?
So PR was founded in 2005. It employs 11 to 50 people.
Where is So PR based?
So PR is headquartered in Amsterdam, Netherlands, in the Europe region.
How does So PR make money?
Two revenue lines are on record. PR Retainer Services are the primary driver. The others are project-Based Services.
Who are So PR's main competitors?
Broad incumbents on record are Edelman, FleishmanHillard, Ogilvy PR, MSL Group, Hill+Knowlton Strategies, Ketchum, Weber Shandwick and Brunswick Group. Direct peers are Talk to Media and Bloomville PR.
Does So PR have an API?
No public API is recorded for So PR.
What industry is So PR in?
So PR's product category is Public Relations Services. Its primary akta.pro industry code is MPAAADAB, Consumer & Lifestyle PR, with a secondary code of MPAAAHAG, Influencer PR & Seeding (Gifting/Press Kits). Its NAICS code is 541820 and its SIC code is 7311.