A conversation with An-Katrien Dullers, Founder Marnix + Ally
“Our job in PR isn't just about selling stuff online directly; it's mostly about getting people to know and recognize the brand. We come in before the online shopping part; our job is to get people interested in buying online. ”
Interview: Anke Vande Sompele
Photography: Tom Delaisse
Marnix and Ally are more than just your average PR agency; they're strategic partners dedicated to helping brands flourish and communicate effectively. They engage with warmth, expertise, and have a deep passion for everything fashion, design, and beauty. Over twelve years, the agency has truly made its mark, and after our conversation with founder An-Katrien Dullers we completely understand why.
Who are you and what do you do?
I'm An-Katrien Dullers. Twelve years back, I founded Marnix & Ally, a PR agency. Our main focus is PR, connecting directly with people and the media. We aim to share brand stories across various platforms. PR has changed a lot, with more opportunities now, including influencer marketing and social media. We're all about creating love brands from the get-go, crafting content, telling stories, and helping brands grow. Our work mainly revolves around fashion, design, lifestyle, and beauty. Aside from that, I'm also a wife and mother to two children.
I'm An-Katrien Dullers. Twelve years back, I founded Marnix & Ally, a PR agency. Our main focus is PR, connecting directly with people and the media. We aim to share brand stories across various platforms. PR has changed a lot, with more opportunities now, including influencer marketing and social media. We're all about creating love brands from the get-go, crafting content, telling stories, and helping brands grow. Our work mainly revolves around fashion, design, lifestyle, and beauty. Aside from that, I'm also a wife and mother to two children.
What’s the reason you started your own agency?
What career did you dream of as a child?
What's the significance of the triangle in the Marnix and Ally logo?
the creative aspect, “the other angle”, which used to be our slogan. It's about viewing things from different perspectives. And then there's the ethical and the aesthetic, the third aspect of what truly motivates. On the other side of the triangle lies everything related to sustainability, innovation, and humanity. It embodies our passion. The triangle symbolizes fire.
This year, Flanders DC welcomed you to their board. What is your role there?
Does getting a brand featured in a magazine lead to a noticeable increase in followers or sales?
We may get things started, but other marketing activities is needed to keep the momentum going. Advertising becomes really important when lots of people know about the brand. Ideally, your PR campaign should integrate smoothly with social media and advertising strategies. It's a wheel of content, where each part is important for keeping things going strong.
Do you offer advice on e-commerce and marketing when planning strategies for clients too?
To me, strategy is more than just PR. It's about shaping a brand, creating content, and how they communicate. While I know a lot about digital marketing, we don't handle everything ourselves. But we can offer advice. Doing effective PR beforehand can make a product more appealing and help it sell faster, online or in stores. This is because it builds trust. However, the impact on sales can vary. PR can have different results. It might get a store interested in selling your product or make your brand stand out to a certain group. But it doesn't always mean more sales right away. Some people forget that the brand itself still needs to put in work. PR is just one part of a bigger plan. We need others, like Studio Calypso, to help make websites and online stores look good and function well. They help us track and measure our progress, which is important for success.
To me, strategy is more than just PR. It's about shaping a brand, creating content, and how they communicate. While I know a lot about digital marketing, we don't handle everything ourselves. But we can offer advice. Doing effective PR beforehand can make a product more appealing and help it sell faster, online or in stores. This is because it builds trust. However, the impact on sales can vary. PR can have different results. It might get a store interested in selling your product or make your brand stand out to a certain group. But it doesn't always mean more sales right away. Some people forget that the brand itself still needs to put in work. PR is just one part of a bigger plan. We need others, like Studio Calypso, to help make websites and online stores look good and function well. They help us track and measure our progress, which is important for success.
How important are offline events to support online activities?
There are many advantages. First, connecting with the community is important, and it's easier to build strong relationships face-to-face than just online. Meeting people in person helps build trust and makes them feel more involved in what you're doing. Plus, offline events can provide great content that you can use later on. Personally, I've found that my best connections often come from meeting people in real life. It's easier to get a sense of who someone really is when you're talking to them in person. And relying solely on someone's online profile can be tricky. Sometimes, what you see online isn't a true reflection of who they are. That's why it's important for us to meet people offline and get to know them better before deciding if they're a good fit for the brands we work with.
There are many advantages. First, connecting with the community is important, and it's easier to build strong relationships face-to-face than just online. Meeting people in person helps build trust and makes them feel more involved in what you're doing. Plus, offline events can provide great content that you can use later on. Personally, I've found that my best connections often come from meeting people in real life. It's easier to get a sense of who someone really is when you're talking to them in person. And relying solely on someone's online profile can be tricky. Sometimes, what you see online isn't a true reflection of who they are. That's why it's important for us to meet people offline and get to know them better before deciding if they're a good fit for the brands we work with.
How important is influencer marketing these days?
How do you feel about paid deals?
Uh... Well, that's a tricky question. In the past, brands would spend a lot on things like TV commercials. Now, there's a shift towards working with big influencers. It's a different approach, but it's where things are heading. Sometimes, the amounts involved can be high, but if it brings a brand more reach and credibility, then it's usually worth it. So, while we need to be critical, these kinds of deals can often be beneficial.
Uh... Well, that's a tricky question. In the past, brands would spend a lot on things like TV commercials. Now, there's a shift towards working with big influencers. It's a different approach, but it's where things are heading. Sometimes, the amounts involved can be high, but if it brings a brand more reach and credibility, then it's usually worth it. So, while we need to be critical, these kinds of deals can often be beneficial.
Do influencers have a positive impact on e-commerce as well?
Is traceability the key factor here?
So you’re happy with the evolution?
I do. In the past, things were different. We used to feature in many magazines, and that was the extent of it. There was even a time when being mentioned in a blog was a big deal. Remember blogs? Or vloggers? Now, they've transformed into influencers. They're the ones creating all the content. I find it fascinating how quickly this evolution has taken place and how everyone has adapted to it. I'm happy about these changes, it's a positive evolution. We have more opportunities now to come up with creative campaigns for our clients, thanks to the variety of media and channels available. Yeah, when I look at the work we do for clients today, it's so much more diverse than it used to be.
I do. In the past, things were different. We used to feature in many magazines, and that was the extent of it. There was even a time when being mentioned in a blog was a big deal. Remember blogs? Or vloggers? Now, they've transformed into influencers. They're the ones creating all the content. I find it fascinating how quickly this evolution has taken place and how everyone has adapted to it. I'm happy about these changes, it's a positive evolution. We have more opportunities now to come up with creative campaigns for our clients, thanks to the variety of media and channels available. Yeah, when I look at the work we do for clients today, it's so much more diverse than it used to be.