The Hoffman Agency Archives

Singapore – Integrated communications agency The Hoffman Agency has announced the launch of PR+, a premium media consulting arm targeted to help the exchange between media practitioners and B2B tech brands in the Asia-Pacific region.

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.

Said consulting arm forms part of the agency’s integrated marketing communications (IMC) offering introduced in June 2021, and draws on expertise in Asia-Pacific media and content across the network.

According to the agency, while there is an evident communications industry’s rush to adopt new services beyond PR, there has been a loss of focus on the craft of media relations, and that there remains a significant misalignment between B2B technology brands and the media, which PR+ will help resolve.

Some of the issues PR+ intend to address include the inability to clearly articulate what brands do, jargon-heavy communications regardless of audience, an overload of product announcements and messages, a tendency to talk about product and brand out of context, andand unrealistic coverage expectations.

Caroline Hsu, managing director for APAC at The Hoffman Agency, said that PR+ aims to improve the ability of media relations to tackle business challenges such as international expansion, attracting investment and new customers, and growing the workforce.

“Addressing the gap between brands and media is key to achieving this, and it means putting content at the center and ensuring stories are grounded in the real world, with genuine value for journalists and their audiences,” Hsu stated.

The PR+ counsel will include workshops to audit client assets and identify key points that are’ relevant to current business affairs. Furthermore, other initiatives include story and story bank development, the creation of straightforward, engaging content that eliminates jargon; and the launch of media intelligence that includes C-suite spokesperson training, guidance on achieving coverage in top-tier media, and on running international media programs.

Alessandra Tinio, director of brand communications at The Hoffman Agency, commented that the agency’s specialization in technology and experience in distilling worthwhile stories from complex and outwardly dry subject matter sets a solid foundation for PR+.

“As an agency, it is our duty to act as a true partner to clients, not simply as additional arms and legs. That means looking at the story from the media’s perspective and building a realistic understanding of the process of securing meaningful coverage,” Tinio said.

Singapore – #BuySingLit, a local-based movement aimed at promoting local literature, has appointed The Hoffman Agency as its official agency partner, effective 4 October.

The Hoffman Agency will be responsible in strategizing and and overseeing #BuySingLit’s rebranding from a two-weekend campaign to a year-long program, including branding, creative guidelines, marketing activations, and counsel on media placement.

They will also be responsible for furthering the cause of celebrating stories from Singapore; advocating homegrown book publishers, retailers and literary non-profits to encourage more people to discover and embrace Singapore’s literature.

#BuySingLit continues with its advocacy of ‘Buy Local, Read Our World’ where homegrown book publishers, retailers and literary non-profits come together to encourage more people to discover and embrace Singapore’s literature.

“The #BuySingLit committee is delighted to welcome Hoffman on board as our official PR, Media and Creative Agency. As a movement supported by a diverse range of industry players, we look forward to wider media outreach and deeper relationships in the coming year. Readers can look forward to more exciting updates coming soon,” said Chong Lingying, manager of Asiapac Books and member of the #BuySingLit Marketing Module.

Maureen Tseng, general manager for Singapore at The Hoffman Agency, commented that they are excited with bringing #BuySingLit’s initiative alive through a 360-degree integrated communications campaign, cutting across PR, media and creative outreach.

“Hoffman is proud to partner with #BuySingLit to raise awareness of the breadth and depth of local literary talent in Singapore. The Hoffman Agency’s mantra of storytelling is completely aligned with what this movement stands for – creating an inclusive, diverse and vibrant community of Singapore Literature lovers,” Tseng said..

The Hoffman Agency has recently won various accounts in Asia-Pacific this year, including of Microsoft HK for PR duties and Shutterstock for communications.

Hong Kong – Integrated communications agency The Hoffman Agency has been recently appointed by the Hong Kong arm of tech giant Microsoft to handle its public relations business, effective 1 July. Said appointment comes in line with the company’s 30th anniversary and the upcoming launch of Azure Availability Zones in Hong Kong.

Through the agency appointment, The Hoffman Agency will work to strengthen Microsoft Hong Kong’s position as a leading technology partner for Hong Kong businesses with a focus on cloud computing, hybrid workplace and cybersecurity. In short, this will bring a fresh perspective to strengthen Microsoft Hong Kong’s communications efforts.

In addition, the agency will be responsible for developing external communications programs, aimed at showcasing how Microsoft Hong Kong is using its technologies to empower individuals, businesses and organizations across different sectors, and its partner network, to emerge stronger in the post-COVID world.

According to Kevin On, general manager for Hong Kong at The Hoffman Agency, both companies share the same vision of empowering companies to solve business problems. He added that the agency will take a fresh, innovative approach to communications and support Microsoft Hong Kong to achieve more as they celebrate 30 years in the city

“Microsoft plays a key role in helping businesses transform globally and locally, and we are excited to be a part of this. There are unique and powerful stories behind every technological advancement, and our mission is to bring these to the fore and convey Microsoft’s empowered Hong Kong narrative in a compelling way,” On stated.

The Hoffman Agency has also been recently appointed by Shutterstock earlier this year to handle the company’s communication accord from March to December 2021.

Singapore – Communications agency The Hoffman Agency has recently won the account of stock media provider Shutterstock for its presence in the Asia Pacific region after a competitive pitch.

According to the agency, the request for proposal from Shutterstock was given by 4 November 2020 across participating agencies.

Through the account win, the agency will handle Shutterstock’s communications in APAC from March 2021 until the end of December 2021.

The Hoffman Agency Singapore and Hong Kong offices will serve as the dual-HUB for this work, as they will be working together with their offices in Japan and Korea, and long-term affiliate agency Hotwire in Australia.

“We will focus on an integrated communications approach which will include brand strategy, creative and PR for Shutterstock, with a particular focus on Singapore, Japan, Korea and Australia. We aim to increase the brand awareness of Shutterstock’s creative expertise and advance its reputation, introducing the company’s extensive portfolio of brands including Studio, Editorial, PremiumBeat, Turbosquid, just to name a few,” said Caroline Hsu, APAC managing director of The Hoffman Agency.

Hong Kong – The Hong Kong arm of global public relations firm, The Hoffman Agency has recently appointed Kevin On as its general manager for its local operations in the special administrative region.

Through his new role, On will be furthering Hoffman’s Integrated Marketing Corporation (IMC) proposition within Hong Kong, as well as working closely with the agency’s other eight offices in the region. His appointment comes after the agency hit a record high global revenue of US$15.12M in 2020, up 1% from 2019 despite the pandemic, with over half the revenue coming from its Asia Pacific operations.

Prior to joining the agency, On has worked as the global marketing and communications director for drone brand DJI, based in Shenzhen, China, where he led major product launches across APAC, as well as strategic partnerships, and issues management. He also boasts a background working for ad agency Ogilvy, where he worked with blue-chip clients such as Intel, Nokia, and Dell. Overall, he has over 20 years of experience in the public relations industry.

“We’re in an interesting time where companies are looking for new and innovative ways of doing business, and with this, a new approach to doing communications with their customers, the public, and different stakeholders,” On commented.

He added, “I’m excited to be back on the consultancy side to help clients navigate the unprecedented challenges they are facing, and shape interesting stories around the role of technology and its impact on businesses, communities, and our everyday lives.”

On reports to Caroline Hsu, managing director for APAC at The Hoffman Agency. Hsu stated that On’s recent appointment can be described as a ‘rare find’ since On has worked with various marketing communication roles and moved many times from Canada to China in line with his work.

“We pride ourselves as an international agency that gets tech brands, and solves business problems – but to do that in Asia, where cultures and social norms constantly collide, you need a team that’s not just on the ground, but one that understands the ins and outs of a market. With Kevin on board, we’re looking forward to sparking new creative juices that take all his experiences to date and apply them in a uniquely Asian way,” Hsu commented.