WE ARE
The So Story
Amsterdam Est. 2005
Some companies start with a business plan. We started with a belief: that real, honest human connection 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, without the PR bullshit.
After Odette’s passing in 2017, her joyful spirit remains deeply woven into everything we do. Her warmth, uniqueness, and creative approach to the business continue to shape both our work and culture today, while the next generation of So talent brings a fresh and lively new dynamic to the company.
Today, at So PR
We’re a team of 25 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, get things done together, and build together.
Our contemporary and creative 300 m² 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 respected stylist and content creator in the Dutch creative scene.
On a Monday, it could be the backdrop for a TikTok campaign directed by our social content team.
On a Tuesday, the editing room of an event film.
On a Friday, the designated place for an interview with a founder from one of the brands we work with, shaping a brand story together with our copywriter.
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.
Born in 2023,
So Studio was added to our scope of services and PR tools, introducing another transformative 250 m² of space dedicated to 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.
Discover So Studio at so-studio.amsterdam
Born in 2023,
So Studio was added to our scope of services and PR tools, introducing another transformative 250 m² of space dedicated to 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.
Explore more at so-studio.amsterdam
So familiar faces
If you ask around about So, people will most likely tell you about our delightful, trustworthy and, above all, reliable no-nonsense team. What stands out even more is the fact that many members of the So Team tend to stick around for years, continuously evolving and expanding their expertise within the company. It’s what makes our team not only strong and experienced, but also a familiar face throughout the media industry.
No filters, just real people. A diverse team with different stories, talents and perspectives, captured exactly as we are.
Personality is our greatest asset.
