Pinterest picks new PR agency for Asia

Pinterest has appointed The Hoffman Agency as its public relations partner in Asia, marking a strategic move to accelerate the platform’s growth outside North America. 

The appointment will also see the Hoffman team bring updates and insights from the platform across the region, specifically in markets Singapore, Japan, Korea and India. 

In a statement to MARKETING-INTERACTIVE, a Pinterest spokesperson said Hoffman Agency was chosen to support its ambitions and brand partners in the region. "At Pinterest, we're building a business model anchored in inspiration and positivity rather than social comparison or negative content. Our commitment to fostering a positive environment is both deliberate and central to our continued international growth," stated the spokesperson.

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In tandem, Caroline Hsu, chief global officer at The Hoffman Agency said that "Hoffman's role is simple: we meet people where it matters, apply our deep understanding of local markets across Asia, and turn that visual intent into measurable results."

"Where Pinterest's visual tech finds intent, Hoffman turns it into impact," said Hsu, adding that the platform's insight is "gold for marketers." 

The appointment comes as Pinterest doubles down on international expansion, particularly in Europe and the rest of world markets, which now account for over 80% of its users. Of which, Gen Zs make up the platform's fastest growing audience. 

This cohort comes to the platform with strong commercial intent where 66% of weekly Gen Z users say Pinterest is their final destination for shopping or browsing. 

Moreover, an Adobe study found that 39% of consumers use Pinterest as a search engine, with 36% starting their searches there instead of Google. Among Gen Z, 47% rely on Pinterest for search, with 39% starting on Pinterest rather than Google.

The appointment also comes on the back of Cecil van Steenberge's hire as VP of international enterprise sales to further global growth earlier in the year. 

Looking ahead, Pinterest will be unveiling its annual "Pinterest predicts" report, which leverages millions of planning-focused searches to identify emerging trends. The platform will also be marking the return of its 'Pinterest presents' flagship event on 25 September 2025, bringing marketers and creators together for executive keynotes, client case studies and product updates. 

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