The Hoffman Agency strengthens regional expansion with new Thailand office

Thailand – The Hoffman Agency has officially expanded into Thailand, marking a strategic move that underscores both the firm’s global growth and Thailand’s accelerating digital transformation.

Hoffman, a tech-focused agency headquartered in Silicon Valley, sees Thailand as a market in need of deeper technical expertise in communications—particularly in contrast to the lifestyle-orientated focus of many local agencies.

The agency began laying the groundwork for its Thailand presence last year, starting with the hiring of its first local team member in November. The operation is now led by PJ (Prangthong) Jitcharoenkul, who brings a background in foreign affairs and public policy journalism, along with experience in sustainability, climate change, and wildlife conservation initiatives. The team has since grown to four members, with plans for further expansion underway.

Hoffman counts Tencent and Western Digital Corporation among its key clients in Thailand—both companies eyeing growth opportunities in the country and across the wider Southeast Asian region. While the agency has supported clients in Thailand since the early 2000s through partnerships, demand for on-the-ground capabilities has risen in recent years, in line with the country’s national efforts to position itself as a digital and technological hub.

Hoffman Thailand will offer integrated marketing communications (IMC) services beyond conventional PR, aimed at addressing business challenges and supporting client growth. Its practice areas include techplomacy—helping clients navigate geopolitical issues and evolving regulations—alongside employer branding, talent acquisition strategy, and executive training. The local team is also equipped to manage the country’s fragmented media and influencer landscape.

The Thailand office is part of One SEA, Hoffman’s cross-border Southeast Asia team led by Maureen Tseng, managing director for the region. The One SEA unit spans Singapore, Malaysia, Indonesia, and now Thailand, with more than 60% of the agency’s business in the region involving multi-market campaigns.

With the addition of the Bangkok office, Hoffman now operates 10 offices across Asia-Pacific. The move comes as the agency continues to expand globally, contrasting with an industry-wide trend toward consolidation and service generalisation.

Tseng said, “Thailand is a vibrant market in a region that’s becoming a vital part of the global tech supply  chain. We see a keen appetite from both multinationals to grow their presence in Thailand and innovative local players to expand internationally. As the nation evolves and matures, the need for a tech specialist that fuses global experience with local insight is clear.” 

Thailand’s expansion aligns with the national Thailand 4.0 policy, which aims to position the country as a data and AI hub by 2027.