About ‘Ambition in Motion’ with Lilian Custers founder and director of UPR, a PR and communications agency.

In this episode, Myon Veenendaal and Tony Hernandez Jenema explore Lilian’s roots in sports and wellness. From teaching to roles in marketing and PR, these early experiences shaped her entrepreneurial path and laid the foundation for her leadership style.

Since founding UPR in 2000, Lilian has built the agency into a creative connector between brands and media. She shares the values behind her team—purpose, inspiration, and a willingness to learn. As well as opens up on balancing work life with motherhood and how she cultivates harmony between the two.