Het PR Bureau becomes HPB

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Amsterdam, Monday 25 May 2020 - As of today, Het PR Bureau will officially be known as HPB in the land of PR and marketing communications. On the one hand this abbreviation honours the Het PR Bureau roots and the reputation built under this name and on the other hand it offers room to the broader role the agency plays when it comes to marketing communications and reputation. The goal is to create earned first work, in the broadest sense of the word.

What’s in a name?

For most people who work with the agency- colleagues, partners, clients - the name change feels very natural. Behind the scenes the abbreviation HPB is commonplace. The new name is more practical when collaborating across the border and it helps cover more ground as PR isn’t always a sufficient term to describe what the agency really does.

Founder Jacqueline Bosselaar: "PR is not a set of tactics. It’s a way of thinking. From an earned first strategy we come up with, create and distribute shareable stories, the only way to cut through ad blockers. Whether people voluntarily share your story depends on the content and on the form. The term PR is still mostly associated with a press release or a product mailing while in some cases for instance a video, concert or an app is much more efficient. For us there are no boundaries, as long as it contributes to making impactful work. We detect an increasingly important role for digital social media content, essential for shareability. Which is why we have been building on our strategy & creative department, among others with Wilmar Tax who has a background in digital, interactive media and branding and joined the agency in 2019."

Earned first era

HPB emphasizes the importance of the earned way of thinking. Today, effective marketing requires a different approach. Attention can no longer be bought, it needs to be earned. The HPB approach is therefore always earned first and social by design. The agency believes that for brands building a relationship with their audience begins with a true, honest message. That doesn’t mean the agency steers clear from paid, owned or social, but always to strengthen the earned objective.

Jacqueline Bosselaar: "We believe in meaningful work. Work that matters, it needs to be relevant. Always on is not always effective. We advocate more impact and less waste in marketing. Earned first work offers a great solution."

Meanwhile, we already have some fresh news: we have acquired agency Likefriends! Now we can offer even more services in the area of branded content. We are happy to have our own in house motion studio. Read more about the acquisition of Likefriends.

Date 25 May 2020

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager

“For a startup brand like ours, it was extremely important to see frequent media coverage. Het PR Bureau has laid the foundation for our growth from Amsterdam to 6 other cities in the Netherlands. Despite our relatively modest budgets, we were able to achieve enormous coverage together. I look back on a number of activations with great pleasure.”

Vincent Hosman - Country Manager Nederland

"Netflix was ​​looking for the best suitable communication partner in every country. This could also be a 'local hero', as long as they are big enough. For the introduction of Netflix in the Netherlands and Belgium, we have partnered up with Het PR Bureau. The desired Service Level Agreement was new to Het PR Bureau, but they adapted very quickly and it soon surfaced. Within the international framework, they surprised us with their proactivity and creative ideas."

Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa

”The uniqueness of Het PR Bureau is that the people are able to both think on a strategic level and at the same time roll up their sleeves to set up an event or activation. A high-quality one-stop-shop in the field of PR, that is what we were looking for and what we ultimately found in Het PR Bureau.”

Wieteke van Hunnik - PR & Communications manager

“In de zoektocht naar een bureau dat ons merk in de Benelux kon introduceren, kwamen we na een intensieve oriëntatie bij Het PR Bureau uit. Hun netwerk, ondernemerszin en drive gaven de doorslag. We waren onder de indruk van hun professionaliteit. De strategie van het bureau is dat ze VAPs (Very Adorable People) op cruciale posities aan het werk zetten. Intussen hebben we, sinds de start in 2011, ruim zeven jaar samengewerkt. Ik kan gerust stellen dat Het PR Bureau een belangrijke rol heeft gespeeld in het groot maken van Spotify in de Benelux. "

Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

“Het PR Bureau is a smart, professional group of people with nice perspectives where I felt at home immediately. Especially in a very difficult market such as the insurance industry, in which many interests play a role and which has many limitations, they did very well. I regard Het PR Bureau as a premium agency. With such a partner you can be assured that your campaign will be executed impeccably.”

Walter de Reus - Brand Manager