Founder Bio

Thijs Willekes is an Amsterdam-based communications strategist, entrepreneur and media professional, best known as the founder of So PR and So Studio Amsterdam.

Founded in 2005, So PR is a leading public relations and communications agency specialising in beauty, fashion, lifestyle and culture. Under Thijs’ leadership, the agency has grown into a 27-expert team recognised for strategic brand positioning, earned media, influencer marketing, experiential PR and reputation management across both traditional and digital media.

In addition to So PR, Thijs is the founder of So Studio Amsterdam, a 300 m² creative studio and media hub in Amsterdam. The studio functions as a space for content production, podcasts, events, brand activations, workshops and cultural gatherings, bridging media, creativity and community.

Beyond agency work, Thijs is an experienced on-air media professional, regularly appearing on television as a brand, lifestyle and wellbeing expert. His work also extends into life and business coaching, breathwork, awakening sessions and nervous-system regulation, where he supports leaders, creatives and teams in developing clarity, resilience and embodied presence alongside professional performance.

With a background that combines strategic communications, media visibility, coaching and breathwork, Thijs operates at the intersection of brand intelligence and human awareness. This dual perspective enables him to guide brands and individuals toward sustainable visibility, authentic leadership and long-term impact in an increasingly digital and AI-driven media landscape.