The Hoffman Agency makes SEA and Taiwan promotions as it eyes new markets

The Hoffman Agency has appointed Maureen Tseng (pictured left) as managing director of Southeast Asia and Stephanie Yang (pictured right) as general manager of Taiwan. The promotions aim to reinforce the agency’s commitment to Asia Pacific and set the foundation for expansion in key markets, including Malaysia in 2023.

Aside form reinforcing its commitment to the region, Caroline Hsu, chief global officer and managing director of APAC explained that with these promotions, Hoffman is also investing in talent and growth at a time when the wider agency world is scaling back.

"In their expanded new roles, our Southeast Asia and Taiwan leaders will help us to deepen the solutions we offer and continue to grow as the most locally nuanced technology communications specialist in Asia Pacific," she said. MARKETING-INTERACTIVE has reached out to The Hoffman Agency for further information.

Tseng has worked at The Hoffman Agency for more than 25 years, having joined as its first employee in Asia. Her expanded role follows her elevation about a year ago to general manager of Singapore and Indonesia. She worked to form a close alliance between both markets while overseeing a Southeast Asia taskforce and leading a multi-market hub. 

Her focus has been on capitalising on the pan-regional opportunity by catering to growing demand for integrated marketing communications (IMC) services that solve business problems. According to Hoffman, this has led to significant growth in Southeast Asia throughout 2022 and has set the stage for the addition of an office in Malaysia next year.

“Running multi-market programmes will continue to be one of our great strengths and we are looking to enrich our offering with the addition of flags on the map in Southeast Asia in the very near future,” said Tseng.

Meanwhile, Yang's promotion follows nearly three years as deputy general manager. Having joined as the first member of Hoffman Taiwan, she has led the expansion of the office to a team of more than 30. Hoffman explained that Taiwan is a market that large agency networks often overlook, and it is strategically important for the company as one of the world's most technologically advanced nations and the centre of the global semiconductor industry.

Yang said the agency sees great potential to develop its offering in the fields of ESG, energy, health tech and fintech. Whether delivering PR, IMC or public affairs expertise. "Our focus will always be on solving business problems, supported by the cross-market collaboration that our single P&L enables. We aim to continue to build Hoffman Taiwan’s status as both the best destination for both ambitious tech clients and internationally-minded talent,” Yang added.

The Hoffman Agency’s regional markets currently include Beijing, Shanghai, Shenzhen, Hong Kong, Taipei, Seoul, Tokyo, Singapore and Jakarta.

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