Cultivating digital trust
In recent years, itsme® has become an indispensable part of daily life for millions of Belgians. The digital identification app is widely trusted by citizens, companies, and government institutions alike, to securely share identity credentials and sign documents.
With over 8 million users navigating a landscape where digital trust is paramount, there is a constant stream of complex stories unfolding behind the screen. As itsme’s dedicated communications partner, our mission is to translate high-stakes corporate developments, cross-border acquisitions, and intricate security updates into accessible, highly impactful public relations strategies. Ranging from major executive transitions to joint sector awareness campaigns, the past year was packed with momentum. Let’s recap.
A new captain, a major acquisition and a safer digital ecosystem
In May 2025, we navigated a crucial leadership milestone by managing the corporate communication surrounding the appointment of Tom Van Den Bosch as the new CEO. For an identity platform where public trust is the ultimate currency, a change at the top is a delicate corporate story. We positioned the transition as a natural next step for the company's growth, balancing strategic vision with operational continuity. Through targeted embargoed pitching we ensured a smooth, authoritative narrative rolled out across major national business and financial media. Subsequently, we pushed the press release broadly to secure a second wave of coverage.
In December 2025, we ended the year with an impressive cross-border milestone: itsme's acquisition of its Dutch counterpart, iDIN. This announcement signaled itsme's scaling ambitions in the Benelux market. We dissected the technical and corporate details to build a narrative around European digital identity leadership. By coordinating media outreach on both sides of the border, we maximized press attention through CEO interviews, securing premium placements in national Belgian media highlighting the app's growing footprint.
At the heart of the app's everyday use are its partners. We continuously coordinate partner communications, announcing seamless new integrations with new platforms and organizations: from postal services to the sports industry, itsme’s use cases grow every day. Each announcement is structured to highlight user convenience while emphasizing how itsme helps businesses reduce onboarding friction safely.
Cultivating digital trust every single day
For a technology company, translating technical complexity into a crystal-clear storyline about innovations in user experience is paramount. New features aimed at creating peace of mind for end-users were the perfect foundation for a dedicated campaign about extra checkpoints to help users identify phishing attempts. By targeting both consumer media and tech journalists, we ensured that every citizen understood how itsme® keeps their digital identity locked down tight.
Addressing digital safety requires an industry-wide effort, which led to a joint communication initiative with banking trade association Febelfin. In an era of evolving phishing and social engineering tactics, we helped align the messaging between itsme and Belgium's financial sector. The news achieved widespread national coverage across television, radio, and digital newsrooms, driving home essential advice on fraud prevention.
Because digital trust can be compromised in seconds, true communication leadership happens long before an incident ever occurs. We worked on three distinct high-risk scenarios, drafting agile, pre-approved messaging documents, to plotting out crisis procedures and ensuring that if a critical moment ever arrives, the team is fully equipped to protect itsme®'s reputation with absolute clarity, speed, and transparency.
What we did for itsme®:
From managing high-level corporate announcements to highlighting everyday app functionality, our retainer work ensures itsme® remains the golden standard for digital security in the Belgian media landscape. Whether we are briefing tier-1 financial journalists on cross-border M&A strategy or drafting consumer alerts in tandem with the banking sector, our focus remains absolute: keeping itsme® top of mind, trusted, and understood.
- Corporate PR strategy: long-term reputation management and strategic communication alignment for multiple PR-campaigns
- CEO positioning: executive profiling for CEO Tom van den Bosch.
- M&A communications: managing press relations and joint-narrative building for the iDIN acquisition.
- Press office management: reactive and proactive media relations, and copywriting of all press releases.
- PR metrics & analytics: ongoing measurement of media reach and campaign value calculation.
- Crisis preparedness & simulation: mapping out crisis scenarios and developing pre-approved response frameworks to ensure 24/7 incident readiness.