November 8, 2023 – SINGAPORE/ HONG KONG. – The Hoffman Agency has appointed Dominique Rose Van-Winther as managing director of Asia-Pacific. Van-Winther succeeds Caroline Hsu, who will remain at the agency and in the region as Chief Global Officer, a role she took on in 2022 in parallel to that of Asia-Pacific Managing Director.

Van-Winther’s background combines nearly two decades’ worth of technology, B2B and consumer agency and management consulting experience, much of it in Asia-Pacific. Her experience includes running her own consulting firm specializing in areas such as change management, employee engagement and training, and regional leadership in operations and business development at Weber Shandwick over a period of more than 10 years.

She is also actively involved in emerging technology including blockchain and artificial intelligence, and is the founder and COO of the Blockchain and Crypto Association of Singapore (BCAS).

The addition of Van-Winther to Hoffman’s leadership marks an elevation of capabilities and the start of a new phase of growth in Asia-Pacific as well as globally. The agency’s Asia-Pacific revenue has more than doubled over the past five years due to a focus on integrated marketing communications (IMC) that solves client business challenges and on catering to growing demand in tech and B2B for multimarket leadership. More than half of revenue already comes from work spanning two or more regional markets.

Van-Winther’s deep experience in business consulting, operations and growth will enable her to build on this solid foundation to unlock economies of scale for the agency and clients. She will combine her expertise in business, technology and data to advance Hoffman’s hyper value proposition as an agency that helps clients address major commercial challenges such as talent acquisition and market entry. Van-Winther will be based in Singapore and report to Hsu while all regional market leads will report to her.

As someone who is passionate about technology’s potential to improve business and life, Van-Winther aims to drive adoption of fast-developing tools such as AI at the agency while retaining a human-centric perspective. She sees firsthand experience of technology as important to help businesses cut through an increasing volume of noise.

“As a technology company, your biggest competitor might not even exist yet,” said Van-Winther. “Faced with exponential change, you have to think and move fast, take chances and get things wrong just to have a chance at making it in the coming decade.”

She added: “Almost every company is evolving to become a tech company in some form, but the space is full of noise and that is only going to get worse now that the bar to producing content has dropped. You have to put creativity, storytelling and originality at your core to break through. I’m excited that Hoffman’s DNA means we can be the tech consigliere of choice, embracing and navigating the chaos.”

Hsu said Van-Winther’s hire reflected Hoffman’s commitment to cultural and professional diversity and empowering female leaders. Regional leadership is currently 100% local. She noted: “Dominique has deep roots in both Asian and Western geographies. As a global agency we value the confluence of insight that this experience brings. We also put a premium on the combination of technological know-how, business expertise and consumer-centricity. Her appointment marks a leveling up for the agency and will enable us to create even more value for clients in a world where accelerating technological change and geopolitical and economic upheaval are facts of life.”

In her capacity as Chief Global Officer, Hsu aims to reinforce Hoffman’s collaborative nature and deepen the global unity of the network, which currently spans 20 offices across the US, Europe and Asia-Pacific. A quarter of global revenue currently comes from clients supported across two or more regions, and more than half comes from multimarket business.

Hsu has been part of retooling Hoffman’s global offering to an IMC-focused business dedicated to solving client business problems. Hoffman has been named SABRE APAC Technology Agency of the Year four times over six consecutive years — in 2023, 2022, 2021 and 2019 — as well as Global Technology Agency of the Year in 2021.

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About The Hoffman Agency

The Hoffman Agency (www.hoffman.com) is an independent, integrated communications agency that helps companies in markets of technical complexity communicate compelling stories 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 is a global network comprising offices in San Jose, Boston, Portland, London, Paris, Munich, Beijing, Shanghai, Shenzhen, Hong Kong, Taipei, Seoul, Tokyo, Singapore, Jakarta and Kuala Lumpur.