NEWS - LVTPR becomes Charly PR
From this day on, LVTPR goes by the name of Charly PR. The Benelux communications agency today reveals its brand new name, branding and website. This rebranding is in line with the company’s positioning as "the Benelux agency for integrated corporate and consumer communications”, towards which it has naturally evolved over the years.
LVTPR was founded in 1994 as a PR agency for tech and IT, but its core business has gradually shifted towards corporate communications and consumer & lifestyle PR over the years. Karolien Hessels, Managing Director Benelux at Charly PR: "Following our natural evolution as an agency, we’ve developed expert teams in fields like crisis communications, internal communications, thought leadership, product PR, influencer relations and digital & content marketing. We also specialized in social awareness campaigns around topics such as Crohn’s disease, the difficulties of refugee life, the importance of fair trade, and well-being at work. Now, we finally have the name, branding and website that reflect our actual positioning."
“We’ve been moving toward corporate & consumer for years, and now our branding reflects that as well.”
Karolien Hessels - MD Charly PR
Moving forward with a nod to the past
For those who already know LVTPR, the name Charly won’t come as a total surprise. For nearly thirty years, the agency bore the abbreviated last name of founder Charly Lammers van Toorenburg, supplemented by ‘PR’.
Karolien Hessels on the name choice: "We had been leaning towards the idea of adopting a given name for quite some time. A name that would echo the personal and no-nonsense partnership attitude – not only among colleagues but also with clients, journalists, influencers and others. We didn't have to look far and went with “Charly”: A tribute to our founder as well as an inspiring name that reflects character and confidence with a playful, fresh and adventurous twist. The perfect blend of corporate and lifestyle characteristics that fits seamlessly within our positioning. Also, the initial letter C, one of the cornerstones of our branding, represents our belief in the power of communication which we use every day to make a real impact for our clients. Finding all these aspects in our founder's given name really felt like a puzzle falling together by itself. Today, we move into the future with a nod to the past."
"Reaching people has never been easier. Truly touching them, that's become the challenge. Regardless of channel you always have to earn people’s attention."
Karolien Hessels - MD Charly PR
Journalistic storytelling approach
For its new branding, Charly PR deliberately chose a light, accessible style with a white-and-pastel color palette and spatial photography. The quotation marks at the beginning and the end of the new logo, also subtly incorporated into the agency’s overall branding, symbolize the journalistic storytelling approach that characterizes Charly PR.
"In these digital times, it’s never been easier to reach your target audience. But precisely for that reason, it has become even more important to stand out and really touch people. More than ever, if you want to make an impact through communication – also with paid, shared or owned channels – you will have to earn it. And you only earn people’s attention with the right stories – both enticing and credible – based on a targeted and consistent strategy. Those stories, which we look to create in all our client partnerships, are a key part of our branding", Karolien concludes.
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About Charly PR
Charly PR is the Benelux agency for integrated corporate & consumer communications. The agency specializes in crisis communications, internal communications, thought leadership, product PR, influencer relations and digital & content marketing. From its offices in Strombeek-Bever (Brussels) and Bunnik (Utrecht), Charly PR advises and supports clients such as Action, Belnet, Dubai Tourism, Hasbro, Huttopia, IDEWE, One Plus, Sonos and The North Face on a daily basis.
The agency was founded in 1994 by Charly Lammers van Toorenburg and goes by the name of "Charly PR" since January 2023.