Former NOS journalist, presenter, and media trainer Frank du Mosch, along with PR experts Stijn Zwinkels (former Managing Director at ACE PR/Glasnost) and Kirsten Peterse (former Account Director at ACE PR/Glasnost), are joining forces in a new PR agency: numen. The agency focuses on making brands resilient by enabling organizations to communicate from a perspective of both societal value and commercial goals. To achieve this, they use an integrated approach in which PR is the starting point for creative corporate campaigns, thought leadership, stakeholder management, and internal communication. Numen works for Rituals and provides creative corporate communication at a national and global level. With this founding client, the PR agency started with a bang.
numen, Latin for "unlimited and invisible power," is located next to the Media Park in Hilversum. Driven by a passion for journalism and the conviction that PR can be better, numen is introducing its self-developed Resilience Model. This model clarifies which social themes are valuable for a brand to connect with and communicate about, resulting in a resilient and future-proof reputation.
"Our previous collaboration not only proved that we complement each other perfectly and produced impactful work, but also that we have a lot of fun together with our clients. That's why starting our own agency felt like a logical step. As a former journalist, Frank asks the questions that are no longer asked internally, and can seamlessly translate a commercial story into a social and newsworthy one," says Zwinkels.
"Stijn and I then know how to translate this into a rock-solid strategy and PR campaigns. We have done this for years for some of the biggest brands in the Netherlands in lifestyle, retail, tech, financial services, and FMCG. My heart truly beats faster now that we are combining creativity and commercial messages with AI and social impact" Peterse adds.
Du Mosch states: "Stijn spent years helping to build and lead one of the Netherlands' leading PR agencies. Kirsten brings an eye for detail and understands the news on new channels like TikTok and Instagram, while I bring a lot of experience but am also new in the PR field. Together, we are incredibly excited to share our knowledge and experience with our clients."
The agency operates on a 'mediatraining first' principle. In this approach, media training is not a one-off session for a media appearance, but a strategic exercise to uncover an organization's core story and translate it into a current and credible external narrative. With over 23 years of experience as a media trainer, Frank brings knowledge from many sectors. The trio also supports companies with CEO positioning, crisis communication, and spokesperson training.
Thanks to the smart use of AI, numen's senior team has more time for strategic, creative, and personal interaction. Monotonous tasks are automated, allowing the team to focus on what adds the most value: client relationships, journalistic contacts, and strategic advice. This results in a smaller, dedicated account team that works more efficiently—an advantage that is passed directly on to the client.
numen (Latin for “boundless, invisible force”) is a PR agency located next to the Media Park in Hilversum. The agency was founded by former journalist and media trainer Frank du Mosch, together with PR experts Kirsten Peterse and Stijn Zwinkels. The agency specializes in strengthening brand reputation through PR and has clients such as Rituals and Google in its portfolio.