The Hoffman Agency has appointed Caroline Hsu as its Asia Pacific managing director.
Hsu will be based in Hong Kong, succeeding Cassandra Cheong who moves back to Singapore and her consulting practice.
Hsu returns to the consultancy world after 20 years of experience in marketing, communications and branding. Prior to joining Hoffman, she was chief marketing officer of Appier, a Taiwan-based artificial intelligence startup.
Before joining Appier, Hsu was head of communications for Google Taiwan and Hong Kong. Previously she led marketing communications at TomTom Asia and Dopod (now HTC), as well as brand communications at BenQ. She started her career as a journalist in the United States before joining EraOgilvy, a global PR agency now under the WPP Group.
“From an industry perspective, we are at a tipping point of change in the branding consultancy industry. More and more clients are looking to work with brand consultants that better understand their business pain points,” said Hsu.
“With my experience from the client side, I have the insights to lead the team in taking an integrated marketing communications approach to solving our clients’ business problems and further build brand momentum.”
The Hoffman Agency includes offices in China, Hong Kong, Japan, Korea and Singapore.
“Helping our clients succeed in today’s environment requires more than news releases and media stories,” said Lou Hoffman, CEO of The Hoffman Agency. “We need to understand our clients’ business pain points and shape campaigns that build the brand as well as deliver air cover for sales.