HONG KONG: Continuing its aggressive Asia Pacific push, The Hoffman Agency last week announced the opening of an office in Hong Kong.
HONG KONG: Continuing its aggressive Asia Pacific push, The Hoffman
Agency last week announced the opening of an office in Hong Kong.
The new office is the fourth outpost in the region for the Silicon
Valley independent, which set up shop in Singapore in 1996 and has since
opened branches in Tokyo and Beijing.
President Lou Hoffman described the Asia Pacific region, and Hong Kong
in particular, as a crucial one for hi-tech firms.
’Hong Kong has implemented a number of initiatives, like Cyberport, to
spur growth in technology sectors,’ he said. ’This, combined with Hong
Kong’s natural gateway into mainland China, has attracted numerous
hi-tech, telecom and Internet companies to the area, and many large tech
and telecom companies have regional headquarters there.’
Michelle Herman, who spent nearly three years as an account director at
Hoffman’s San Jose, CA headquarters, has relocated overseas to serve as
director of the new outpost. She and a handful of just-hired staff are
already working on business for several prominent hi-tech companies,
including Lucent and Hewlett-Packard.
Hoffman said the firm will continue its Asia Pacific charge next year,
opening a new branch in Taiwan, Malaysia, India or South Korea.
’Our plan has always been to build our own branded infrastructure in
major markets where significant IT decisions are made, ’ he
’However, because we are independent and don’t have a huge war chest, we
have to be methodical in our expansion.’
To this end, Hoffman has hired a South Korea native who is currently
working in the firm’s Silicon Valley HQ, with the intention of returning
home to set up shop there.