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Purposeful PR

The Humblebrag is a strategic communications consultancy that partners with companies embracing innovation and change. We design and execute PR campaigns, write compelling thought-leadership content, and secure effective media coverage across sectors. 

In all that we do, our mission is to champion change-makers and to amplify their voice. Through the power of strategic communication, we aim to drive social, environmental and cultural change.

Our Services


Workshop & Thought Leadership Canvas

Looking to define your authentic brand purpose, and solidify your position as a reputable thought leader? Not sure if a longer-term partnership is right for you?

This package will garner key insights, hone your messaging, and translate your ideas into a guiding strategic communications and thought leadership canvas to set you on your way.


PR & Thought Leadership Implementation

Want to bring your story to life? Looking to create a buzz around a specific event or project?

We partner with companies and brands to drive effective PR and thought leadership strategies. We craft compelling stories and secure effective media coverage to help our clients achieve their business goals.


Strategic Communications Consultancy

Looking for strategic advice for an upcoming launch, new campaign or to reexamine your entire communications approach? Want some support with asset or content creation?

We work with clients big or small, from start-ups to Fortune 500 companies. Reach out to book an hourly consultation.

Looking for an in-depth overview of services, case studies or a quote? Email

News & Views



Lucy von Sturmer

The HumbleBrag was founded by Lucy von Sturmer in 2017 following a 10+ year career working in strategic communications across creative agencies and NGOs. Having worked for companies such as MediaMonks and major movements such as Making All Voices Count, Lucy firmly believes in the power of strategic communications to drive social, cultural and environmental change.


Rachel Leung
Brand Strategist

Rachel began her career in NGOS, working for names such as The Australian Red Cross and Domestic Violence NSW before working in graphic design and later communications within the social enterprise sector. Her mission is to merge branding and communication to shine the spotlight on today’s innovators that are making a positive social impact.


Hannah Munger
US-based Consultant

Hannah Munger is a Brooklyn-based communications strategist, with 10 years’ experience working with thought leaders and major brands to create impact. A skillful storyteller and witty wordsmith, Hannah’s work spans sectors and audiences, from brands such as Nike and Airbnb, to creative agencies, non-profits, NGOs, and start-ups.

The Humblebrag works with a select roster of PR consultants spread across The Netherlands, United States and United Kingdom on a project-by-project basis.



Our Humblebrag

“Lucy has very quickly become an extension of the Harrimansteel team in Amsterdam and across the business. Working with us in a very human, collaborative and pragmatic way—without the fluff—speaks directly to our approach to communications & PR. I’m confident in recommending Lucy, for her expertise, her work ethic and her energy.”

– Leah Forsyth, Managing Director, Harrimansteel

“Once in a while you have this ‘click’. You meet sharp people who challenge the status quo. People who add value to your thinking, your storytelling, and your business. Consultancy, research, copy? Lucy improved my output. She goes that extra mile.”

– Igor Beuker, Professional Speaker & Serial Entrepreneur

Lucy is an enthusiastic communication professional, eager to take on what needs to be done now, while thinking along on how to improve for the future. She has been able to bring substantial improvements to a wide range of our communication products: from website articles, to social media posts, to brochure texts.”

– Elsa Scholte, International Communication Manager, Solidaridad

Next to being a great person, Rachel is a great and engaged storyteller and copywriter. Sensitive on wording, weighing every detail to create a ‘must read’ atmosphere, respectful, with a smile and a tear, passionate. Add to that her design-skills, her can-do mentality on PR or whatever comms challenges occur… that’s Rachel.”

– Sjaak Vinck, CEO, TheSocialMedwork


The Humblebrag
Brouwersgracht 21-sous
1015 GA Amsterdam