Caroline Hsu joins The Hoffman Agency as managing director for Asia Pacific based in HK
The Hoffman Agency has announced that Caroline Hsu has taken on the role of Asia Pacific managing director.
Hsu (pictured) returns to the consultancy world after 20 years of experience in marketing, communications and branding. She recently served as chief marketing officer of Appier, a technology company that makes it easy for businesses to use artificial intelligence to grow and succeed in a cross screen world. 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.”
“As my passion is to help Asian brands go global, I see The Hoffman Agency stands at a unique position to develop solutions not just from a communications perspective, but also what goes into pushing the boulder up the mountain for startups,” adds Hsu. “I am very excited to be joining the Hoffman family, and I look forward to taking a global agency’s Asian operations to the next level of growth.”
“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.
“Caroline’s perspective from the client side and deep experience in digital marketing speaks to this very point.”
Hsu will be based in Hong Kong, succeeding Cassandra Cheong who moves back to Singapore and her consulting practice.