Waters China appoints Hoffman Agency

The Massachusetts-based maker of analytical instruments and software has appointed the Hoffman Agency for marketing and communications consultancy in China.

A Waters mass spectrometry system
A Waters mass spectrometry system

SHANGHAI - Hoffman will develop and execute integrated marketing communications campaigns based on actionable market insights for Waters, covering traditional and digital outreach across owned, earned and paid media platforms, according to the companies.

Waters has more than 400 employees with four centers in China, including demo labs in Shanghai and Beijing with more to follow in 2015 in Guangzhou and Chengdu. The client base In China ranges from multinationals too state-owned businesses as well as private and government-related testing or research labs.

The Hoffman agency will serve as a strategic sounding board, and its holistic approach to insight-based storytelling will "calibrate our business strategy through assessing issues and opportunities in the marketplace," Clara Ng, Waters' director of marketing services for Greater China, said in a press release. The company expects Hoffman to help it boost its share in vertical markets in China, she added.

The company's products find use in environmental, chemical, health science, food and pharmaceutical sectors and the firm reports that its core technology focus in China is in chromatography, mass spectrometry and related chemistries.

"We are seeing a trend where communications is expected to be tied with business performance," said Kevin Chen, general manager, China, for Hoffman. "By combining our big-picture mentality and sophisticated campaigns with immersive management, we hope to elevate Waters’ brand to the next level through our storytelling capabilities and integrated campaigns that help clients bring strategy to life."

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