The Hoffman Agency expands into Thailand amid national innovation drive
Bangkok-based team members meet rapidly growing appetite for tech specialization and IMC expertise as the country advances towards a digitalized economy.
From left to right: Clarence Lim, Director, Southeast Asia; Maureen Tseng, Managing Director, Southeast Asia; and Prangthong Jitcharoenkul, Associate Account Director
BANGKOK, Thailand – 30 July 2025 – The Hoffman Agency has officially announced its expansion into Thailand, in a move that highlights the momentum of both Hoffman’s network globally and of Thailand itself, which is undergoing a program of ambitious digitalization.
The Hoffman Agency has been setting the foundations for its presence in the market over the past year, having hired its first Thailand team member in November. Led by PJ (Prangthong) Jitcharoenkul, who brings experience in foreign affairs and public government policy news reporting, as well as work with international organizations focused on sustainability, climate change and wildlife conservation, it now has a staff of four and is actively looking to expand the team.
Key clients for Hoffman in Thailand include Tencent and Western Digital Corporation, which see exciting growth opportunities in the market as well as across Southeast Asia. Hoffman has supported clients in Thailand since the early 2000s via partnerships. In recent years demand for local support has intensified as the nation pursues far-reaching plans to become a centre for the digital economy and technological innovation.
Under the Thailand 4.0 Policy, the country is in a state of digital and economic transformation. It aims to position itself as a data center and AI hub by 2027. The Digital Economy Promotion Agency (DEPA) is working to accelerate digital adoption and smart city development. And the Eastern Economic Corridor (EEC) is attracting foreign investment with a focus on smart electronics, automation and biotechnology.
As a tech and B2B specialist headquartered in Silicon Valley, Hoffman sees a pressing need for deep tech expertise in Thailand’s communications sector, which is typically lifestyle focused.
From the outset, Hoffman Thailand will provide solutions beyond traditional PR. Its goal is to build meaningful, long-term client partnerships and empower innovative multinational and local companies with IMC services that solve business problems and drive growth. Its local team has the insight and experience to address complex cultural nuances and a fragmented media and influencer scene. Practice areas include Techplomacy, helping businesses stay on top of geopolitical issues and shifting regulations; employer branding and talent acquisition strategy; and bespoke executive training.
Hoffman Thailand is part of One SEA, a cross-border team led by Maureen Tseng, Managing Director of Southeast Asia, that also spans Singapore, Malaysia and Indonesia. Over 60% of Hoffman’s Southeast Asia business covers multiple markets.
Bringing the total number of APAC offices to 10, Hoffman Thailand’s launch is indicative of Hoffman’s global dynamism, which stands in contrast to the current trend for downsizing and generalization among PR agency networks. Over the past five years, Hoffman has grown 84% in APAC and 102% globally. In March, the agency acquired CCGroup, a London-based PR-driven tech marketing firm.
“Thailand is a vibrant market in a region that’s becoming a vital part of the global tech supply chain,” said Maureen Tseng, Managing Director of Southeast Asia. “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.”
The Hoffman Agency’s Asian story dates back to 1996, when it opened its first office outside the US in Singapore. Having grown to a sizeable 200-strong network across APAC, it is proudly independent and highly collaborative. Among many other awards, PRovoke Media has named it APAC Technology Agency of the Year four times, three consecutively (2023, 2022, 2021, 2019) and shortlisted it in 2024. This year, PRCA named it Specialist Consultancy and Very Large Consultancy of the Year.
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ABOUT THE HOFFMAN AGENCY
Defining communications broadly to include digital, content marketing, thought leadership, as well as traditional PR, The Hoffman Agency marches to its own percussionist. One of the few independent communications consultancies with global reach, it operates offices in Europe (London, Munich and Paris), Asia (Tokyo, Seoul, Beijing, Shanghai, Taipei, Hong Kong, Singapore, Kuala Lumpur, Jakarta and Bangkok) and the U.S. (Silicon Valley, Portland and Boston). The firm supports some of the biggest brands in the world, many of which prefer to remain unnamed (the client names we have permission to share publicly are on our website).
For more information, please contact [email protected].
