PR expert Jessica Hartley launches new creative PR studio ‘For the Right Reasons’
Today sees the launch of For the Right Reasons, an independent creative PR studio founded by multi-award-winning PR strategist and communications expert Jessica Hartley.
Hartley 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 picked an auspicious day (her 50th birthday) to officially launch the brand and its website: www.fortherightreasons.co.
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, that includes Sydney-based creatives and directors. Hartley’s studio specialises 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.
Hartley 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 which gets people talking. And that’s also “right”. Ultimately it’s about authenticity and purity of intent.
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’, Hartley’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 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.
(The Next Rembrandt, multi-award winning campaign with Wunderman Thompson, now VML)
(Degree Inclusive, Cannes Lions Grand Prix winning campaign with Wunderman Thompson, now VML, for Unilever)
Says Hartley: “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.”
With hundreds of awards earned during a prolific 25-year career, Hartley has been at the heart of communications behind some of the most awarded creative campaigns of recent years, including Cannes Lions Grand Prix, Gold and D&AD Black Pencil-winning campaigns ‘The Next Rembrandt’ and ‘School for Justice’ with Wunderman Thompson, now VML, and Cannes Lions PR Gold-winning campaign ‘Uncensored Library’ with DDB Berlin.
(The Mammoth Meatball, with Wunderman Thompson Benelux, now VML and Wunderman Thompson Sydney, now VML)
One of Hartley’s recent viral campaigns is ‘The Mammoth Meatball’, which sparked a global debate about the sustainable future of food and became one of 2023’s most talked-about stunts. Working closely with innovation CCO Bas Korsten from Wunderman Thompson (now VML) and food tech pioneers Vow, the team launched a meatball made from extinct animal DNA, and in the process mainstreamed cultured meat.
(The Mammoth Meatball, with Wunderman Thompson Benelux, now VML and Wunderman Thompson Sydney, now VML)
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 has officially launched with a new website, with a visual identity designed by art director Valentina Badri.