The Hoffman Agency Announces New Managing Director for Asia Pacific

Hsu returns to the consultancy world after 20 years of experience in marketing, communications and branding. She recently served as chief marketing officer of Appier, a technology company that makes it easy for businesses to use artificial intelligence to grow and succeed in a cross screen world. Before joining Appier, Hsu was head of communications for Google Taiwan and Hong Kong. Previously she led marketing communications at TomTom Asia and Dopod (now HTC), as well as brand communications at BenQ. She started her career as a journalist in the United States before joining EraOgilvy, a global PR agency now under the WPP Group.

"From an industry perspective, we are at a tipping point of change in the branding consultancy industry. More and more clients are looking to work with brand consultants that better understand their business pain points," said Caroline Hsu, managing director, Asia Pacific. "With my experience from the client side, I have the insights to lead the team in taking an integrated marketing communications approach to solving our clients' business problems and further build brand momentum."

"As my passion is to help Asian brands go global, I see The Hoffman Agency stands at a unique position to develop solutions not just from a communications perspective, but also what goes into pushing the boulder up the mountain for startups," added Hsu. "I am very excited to be joining the Hoffman family, and I look forward to taking a global agency's Asian operations to the next level of growth."

The Hoffman Agency generated record global revenue in 2016 at US$11.3M with over 50 percent of the revenue coming from its Asia Pacific operation that includes offices in mainland China, Hong Kong, Japan, Korea and Singapore. 

"Helping our clients succeed in today's environment requires more than news releases and media stories," said Lou Hoffman, CEO of The Hoffman Agency. "We need to understand our clients' business pain points and shape campaigns that build the brand as well as deliver air cover for sales.

"Caroline's perspective from the client side and deep experience in digital marketing speaks to this very point."

Hsu will be based in Hong Kong, succeeding Cassandra Cheong who moves back to Singapore and her consulting practice. Hoffman noted that Cheong's many achievements leading the Asia Pacific team included double-digit growth last year and retooling the firm's China team.

One of the few independent PR consultancies with global reach, The Hoffman Agency brings the best of both worlds to its clients -- the high touch of a boutique, with the sophistication in services associated with the mega shops. The Agency, which celebrates its 30-year anniversary later this year, operates nine offices across Europe, the U.S. and Asia.

About the Hoffman Agency

The Hoffman Agency (www.hoffman.com) is an independent PR agency that helps companies in markets of technical complexity communicate compelling messages across the world. Thanks to a unique global infrastructure and culture, The Hoffman Agency takes a collaborative approach to implementing multi-country programs. The Hoffman Agency comprises nine offices across the globe, including San Jose, California, and Vancouver, Washington, Beijing, Hong Kong, London, Seoul, Shanghai, Singapore and Tokyo.

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The Hoffman Agency (www.hoffman.com)

SOURCE The Hoffman Agency

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