AMSTERDAM, NETHERLANDS — After years of helping brands and agencies make their mark and formulating PR strategies for award-winning campaigns, PR strategist and communications expert Jessica Hartley officially launched For the Right Reasons, an independent creative PR studio based in Amsterdam. Jessica has been building the business over the past three years, drawing on experience honed from almost 25 years in the creative and advertising industries. She has picked an auspicious day (her 50th birthday) to officially launch the brand and its website.
For the Right Reasons amplifies progressive ideas on a wide range of topics including inclusive design, human-centric innovation, gender parity, LGBTQI+ platforms, and more. The agency works with creative disruptors around the world across advertising, tech, fashion, design, music, and sports. For the Right Reasons is headquartered in Amsterdam, with a global vision and international client roster. Jessica’s studio specializes in formulating PR strategy that captures the zeitgeist, working with brands and creative agencies to position themselves competitively, as well as culture-shifting communication campaigns.
Jessica describes her approach as “strategic storytelling,” helping to shape the narrative, finding the most compelling pitching opportunities, then advising and leading on the hundreds of micro-decisions that drive successful strategy. This is “hype for a higher cause” – amplifying excitement around ideas that are put out into the world for the right reasons, and not just for superficial or self-serving goals.
At the heart of For the Right Reasons is the question: “Is this the right thing to do?” The right reasons are often altruistic; but not only purpose-driven. Sometimes the “right” reason to work on an idea is because it’s exceptionally crafted, innovative, or laugh-out-loud funny. Other times the right reasons are purely about expressing an exceptionally creative or technically brilliant idea or having an original point of view that gets people talking. And that’s also “right”. Ultimately it’s about authenticity and purity of intent.
VML) for Unilever
For the Right Reasons’s approach is not to aim for quick clicks, but to build solid relationships, engaging and building audiences for the long term. With an eye for creativity and an ear for real insights, the studio is more than a PR service – it’s also a discerning filter and trusted curator. Years in the making, the studio has already worked with many courageous storytellers who have innovations or new narratives to bring to the fore.
For the past three years, before launching officially under the name “For the Right Reasons,” Jessica’s PR studio has built up a substantial body of projects and clients, by working with pioneering global brands such as the world’s fastest-growing sportswear brand On, and Amsterdam denim giants, G-Star RAW and collaborating with leading creative pioneers from the world of commercial creativity, including companies like Accenture Song Hamburg, Anomaly, DDB Berlin, HALAL Amsterdam, Heimat Berlin, Soursop, Sizzer, Studio Worrom, SuperHeroes and VML, amongst others.
The studio is rooted in Amsterdam but has a global impact through working with an international (and multigenerational) team and having worked on successful global campaigns across Europe, the UK, the USA, and APAC.
For the Right Reasons Founder Jessica Hartley commented: “It feels like the right time to finally articulate my vision for contemporary creative PR – which for me is always about underpinning creativity. Amplifying progressive ideas is all about creating culture-shifting launch moments for ideas – which is what I’m known for. But it’s not ONLY that – it’s also about using strategic storytelling to build long-term momentum and exposure for an idea, campaign, company, or brand. The name ‘For the Right Reasons’ is of course about purity of intent and conscious, ethical decision-making – but the distinction here is that it’s not only about higher purpose – but also about taste. For the Right Reasons is about asking the right questions – then challenging the received answers and traditional ways of doing things.”
Among Hartley’s other highlights since starting her (then unnamed) studio are: launching the Degree Inclusive, the Cannes Grand Prix-winning, world’s first deodorant designed by and for disabled people with Wunderman Thompson (now VML) and Unilever; launching Jong & Out, the world’s first LGBTQIA social platform for queer youth with creative strategy shop Studio Worrom; raising awareness of controversial athlete Caster Semenya’s struggle to compete in Born this Way with Wunderman Thompson Singapore (now VML); bringing light to off-grid communities in Colombia with the pioneering Waterlight device; and inviting a refugee running star to the 2023 Cannes Lions with the world premiere of sports brand On’s new short film, The Right to Race.
For the Right Reasons officially launches today with a new website, with a visual identity designed by art director Valentina Badri.
