Continued investment in talent strengthens roots in key growth markets and APAC region as a whole.
December 14, 2022 – SINGAPORE/ HONG KONG. – The Hoffman Agency has made leadership promotions in Southeast Asia and Taiwan in moves that reinforce its commitment to Asia-Pacific and set the foundation for expansion in key markets.
Maureen Tseng has been named Managing Director of Southeast Asia, while Stephanie Yang has stepped up as General Manager of Taiwan.
Tseng’s expanded role follows her elevation approximately a year ago to General Manager of Singapore and Indonesia. In that capacity 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 capitalizing on the pan-regional opportunity by catering to growing demand for integrated marketing communications (IMC) services that solve business problems. This has led to significant growth in Southeast Asia throughout 2022 and has set the stage for the addition of an office in Malaysia in 2023. Regional markets currently include Beijing, Shanghai, Shenzhen, Hong Kong, Taipei, Seoul, Tokyo, Singapore and Jakarta.
Tseng has been with the company for more than 25 years, having joined as its first employee in Asia.
“Numerous factors have contributed to the unprecedented growth of our business in Southeast Asia,” said Tseng. “The region continues to be one of the world’s fastest growing, and recent economic and geopolitical turbulence has increased the focus on it as an area of stability and opportunity. We have seen an influx of top-tier brands looking to us for help in solving hard business challenges. Running multi-market programs 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.”
In Taiwan, 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, as well as multiple awards in competitions including SABRE and PR Awards Asia.
A market that large agency networks often overlook, Taiwan is strategically important for The Hoffman Agency as one of the world’s most technologically advanced nations and the centre of the global semiconductor industry. As in Southeast Asia, Hoffman’s business in Taiwan has increased dramatically over the past two years.
“Since opening our Taiwan office in 2018, our business has grown to span the technology ecosystem from semiconductors to consumer products,” said Yang. “Looking ahead, we see great potential to develop our 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.”
Business challenges that The Hoffman Agency specializes in tackling include international expansion and market entry; running multimarket campaigns; fundraising; building brand influence and perception change; and employer branding and recruitment. It has been named APAC Technology Agency of the Year 2019, 2021 and 2022 in the SABRE Awards.
“With these promotions, we are reinforcing our commitment to Asia-Pacific and investing in talent and growth at a time when the wider agency world is scaling back,” said Caroline Hsu, Chief Global Officer and Managing Director of APAC. “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.”
The Hoffman Agency is always looking for talented people who are geeks at heart to become part of its Asia-Pacific team and welcomes speculative applications at ResumeAP@hoffman.com.
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About The Hoffman Agency
The Hoffman Agency (www.hoffman.com) brings the best of both worlds to its clients — the high touch of a boutique, with the sophistication in services associated with the mega shops. While campaigns vary by client and industry, all share one theme: the creation of content that reflects the tenets of storytelling and what the firm calls storytelling techniques.
