The Hoffman Agency names Caroline Hsu chief global officer

The Hoffman Agency has appointed Caroline Hsu as chief global officer, while she will continue to be the agency's APAC managing director with some regional responsibilities moving to other senior leaders in Asia.

In her new position, Hsu will help clients perform duties and address painpoints across multiple geographies. According to the agency, its multi-market proposition has gained traction with 51% of its revenue now coming from clients supported in two or more markets, 24% of its revenue coming from clients supported across two or more regions (the US, APAC and Europe).

“We’ve avoided the individual country fiefdoms that handicap the mega shops. From this position of strength, it is time to push the limits on what it means to be a communications consultancy with global reach," said Lou Hoffman, CEO of the Hoffman Agency.

Hsu added that the concept of a centralised headquarters pushing out communications and content to satellite offices does not reflect the reality now. "Both Western clients looking to succeed in Asia and Asian clients planning to go global see the need for an agency that is truly integrated across regions. Business problems don’t have geographical boundaries, and neither do we," said Hsu.

"Our single P&L and collaborative culture allow us to act as a global unit. For multimarket clients, this means simplified operations, the removal of friction, and work that is internationally cohesive yet highly nuanced according to local needs," she added.

Currently, The Hoffman Agency comprises 15 offices across the globe, including San Jose, Portland and Boston in the US, as well as Beijing, Berlin, Jakarta, Hong Kong, London, Paris, Seoul, Shanghai, Shenzhen, Singapore, Taipei and Tokyo.

The agency has been expanding its offerings. It launched PR+, a premium media relations consulting service designed to bridge the gap between B2B technology brands and journalists by promoting mutual understanding, alignment of expectations and a better exchange of value between the two sides. It forms part of the agency’s integrated marketing communications offering introduced in June 2021, and draws on expertise in Asia-Pacific media and content across the network.

Counsel will include workshops to audit client assets and identify nuggets relevant to current business affairs; story and story bank development; the creation of straightforward, engaging content that eliminates jargon; and media intelligence including C-suite spokesperson training, guidance on achieving coverage in top-tier media, and on running international media programs. The regional PR+ media hub will lead media relations and editorial support in collaboration with local market media consultants in each market in the network, including Hong Kong, Singapore, China, Taiwan, Japan, Korea and Indonesia.

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