Marketing Report
Michel Bos PR continues as HUSH HUSH and opens a new division for artist representation

Michel Bos PR continues as HUSH HUSH and opens a new division for artist representation

The Amsterdam creative communications agency that works with clients such as De Bijenkorf, Technogym, Loewe, The Macallan and IWC Schaffhausen will continue under the new name HUSH HUSH.

Coinciding with the rebrand, HUSH HUSH will also launch a new division dedicated to the representation of creatives such as Samir Bantal (architect), Oficina (food design studio), Lorenzo Viotti (conductor), Paul Cournet (architect), Feisty Feast (chef and creative director), Stephanie Broek (fashion journalist), B.D. Graft (artist) and Yootha Wong-Loi-Sing (actress).

Founder Michel Bos remains as CEO and oversees strategy, creativity and new business. He will be supported in management by O'Brian EL Joudoudi-Wouters, who joined in 2021 and now joins as a partner. As Managing Director, EL Joudoudi-Wouters is responsible for the day-to-day management of the agency, with a focus on overseeing projects, operational efficiency, and ensuring quality and client satisfaction.

Michel Bos: "I began as a freelancer in 2016, and I now have an experienced team of ten colleagues around me. We advise our clients on much more than PR. We contribute at board level about brand positioning, partnerships and overarching marketing and communication strategies. We build communities and organize large-scale events. We focus on tastemakers, leading media and key customers, resulting in consistent campaigns with measurable results. More and more brands rely on our expertise, network and creativity, and our turnover has doubled in the past two years. This level of scale-up needs the right team and guidance, and with O'Brian on board this is in the perfect hands."

Representation of creatives

Coinciding with the rebrand, HUSH HUSH will expand its focus to include the representation of creatives. The agency will take on global responsibility for the management and collaborations of Paul Cournet (architect), Oficina (food design studio), Samir Bantal (architect), B.D. Graft (artist), Stephanie Broek (fashion journalist) and Feisty Feast (chef and creative director). It will also lead on the brand collaborations of actress Yootha Wong-Loi-Sing, and Benelux partnerships of Lorenzo Viotti (conductor).

O'Brian EL Joudoudi-Wouters: "Many of the brands we represent connect with creative talents for in-depth collaborations. When setting up these types of partnerships, we noticed that creatives often lacked support for partnership curation and selection, career planning, project management and contract negotiations. Working with creatives on their image and initiating and managing commercial collaborations is a logical next step for us and naturally compliments the work we already do for brands."

New name and brand identity

Michel Bos on the name HUSH HUSH: "Curation is central to how we operate. We have always been incredibly selective about the brands we work with and over the years we have built up a carefully assembled network of collaborators and contemporaries. As strange as it may sound for a communications agency, we are much more likely to use our network to whisper in a targeted way rather than to shout in an unfocused manner. We find this approach much more impactful and it allows us to reach influential groups more effectively. Moreover, we are two owners who prefer to operate in the background rather than the foreground."