BePublic Group announced the launch of Atelier Public today, a new PR and lifestyle label addressing the growing demand from brands for a more integrated communication approach.
With Atelier Public, BePublic Group further expands its offering, alongside its strong foundation in corporate and financial communication, as well as reputation management. The new label focuses specifically on brand and lifestyle PR, complemented by influencer marketing and content-driven storytelling.
The launch is part of a broader strategic transformation of the agency, aimed at breaking down silos and addressing brands’ need for one integrated approach across reputation, media, creators and culture.
“Atelier Public was born out of a clear client demand,” says Myra Nurski, Head of Innovation at BePublic Group. “Today, brands no longer want separate tracks for corporate communication, brand PR and influencer marketing. They are looking for one partner who can think strategically and tell compelling stories across channels and communities.”
From reputation to relevant brand stories
Atelier Public combines BePublic Group’s corporate expertise with a strong focus on brand storytelling and cultural relevance. The agency works with lifestyle and premium brands, translating brand DNA into stories which resonate with media, creators and communities.
While reputation remains at the core, it is enhanced by a more integrated and creative approach.
“What sets us apart is exactly that combination,” adds Nurski. “We don’t just build visibility around products or collections, but also the broader reputation of brands and companies. At the same time, we bring the stories behind those brands to life — from entrepreneurial vision to defining identity.”
A pioneering role in influencer marketing
With Atelier Public, BePublic Group builds on years of expertise in influencer marketing. Myra Nurski has been instrumental in the professionalisation of influencer collaborations in Belgium since the early generation of bloggers.
“Influencer marketing is now an essential part of PR, but it requires a thoughtful and credible approach,” says Nurski. “We work with creators who truly align with the brand and focus on building long-term relationships rather than short-lived campaigns.”
Official launch and first clients
The official launch of Atelier Public was marked last week by an exclusive media day, where journalists, creators and influencers were invited to preview clients’ latest collections.
Atelier Public already works with a range of strong lifestyle brands, including La Bottega, &Tradition, Juna Fae, Floris van Bommel, and INNO’s Scandinavian labels such as Norvie, Carin Wester, Rikiki and Wera.
More information: www.atelierpublic.com.
