From Netflix to Crunchyroll. How a Lifestyle Agency Takes on Entertainment.

Lifestyle and Entertainment. Can it work?

Entertainment PR is not lifestyle PR. Organizing set visits, coordinating press junkets, pulling off interview days — these are distinct formats with their own rules. Then there's the network. If you don't know anyone in the entertainment bubble, you won't get far. And then the complexity of the crafts: communicating a series means juggling studios, distributors, producers, cast, directors, marketing teams, and often international stakeholders. This requires specialization that demands absolute expertise.

Some skills are transferable. But you can't sustain an entertainment brand on career changers alone. So: how has a lifestyle agency been pulling this off since 2017?

The key: attitude beats origin

The answer lies in our approach. In our understanding of what we are as an agency.

First: we prefer the harpoon over the trawling net. No mass mailings. Instead: targeted 1:1 outreach, pre-pitching, co-creation. With our lifestyle clients, this is essential. And in entertainment, where newsrooms are bombarded with publicity emails every day, it's the decisive difference.

Second: we build teams around the right talent. In 2017, we didn't retool an existing team for entertainment. We recruited specialized colleagues who know the network, the workflows, the codes. We started with four experts — today we're twelve.

Third: we're flexible, bold, and never shy away from a challenge. That's our agency DNA. Since 1990, that has meant: keep learning, open up new areas, never become one-dimensional. Yesterday it was streaming, today it's anime.

The numbers speak for themselves

Since 2017, we've delivered over 700 publicity campaigns for Netflix and ZDF. Organized more than 200 press junkets. Supported over 100 premieres and screenings. Coordinated 40 set visits. Produced 20 pieces of content.

Why we're excited about Crunchyroll

We're genuinely thrilled about this new client. Not just because anime is one of the most exciting subcultures in the world. But because we now get to apply our approach to the largest platform of that subculture in Germany. Taking Crunchyroll out of the niche and into the mainstream — that's exactly what we're here for.