The Hoffman Agency has appointed Caroline Hsu as the Asia Pacific managing director.
Hsu has over 20 years of experience in marketing, communications and branding. She previously worked as chief marketing officer of Appier and head of communications for Google Taiwan and Hong Kong.
"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. 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," she added.
Hsu will be based in Hong Kong, succeeding Cassandra Cheong who will be moving back to Singapore and her own consulting practices.
“Helping our clients succeed in today's environment requires more than news releases and media stories," said Lou Hoffman, chief executive officer, 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," he added.