2006 Agency Business Report: The Hoffman Agency

Lou Hoffman, global CEO

Lou Hoffman, global CEO

What is your current headcount, and how has it changed from this time last year?
Our current headcount is 102 which compared to 90 at this time last year.

What was the percentage of staff turnover?
The Agency's voluntary turnover rate was 12% for 2005.

Did you make any senior hires in 2005 (VP and higher)?
During 2005 Ms. Marla Kertzman joined us in VP role. Previously, she was a EVP at Weber Shandwick (not a demotion ... we just have less hierarchy than Weber Shandwick).

What senior staff have departed the firm?
Mark Plungy who was a VP

How many offices do you have globally?
North America
San Jose, CA (Global H
Denver, CO

Central America/Caribbean

South America

London UK (Europe H
Munich Germany
Paris France

Asia Pacific (all)
Hong Kong
Beijing China
Shanghai China
Tokyo Japan
Taipei Taiwan
Seoul Korea
What offices opened in 2005 or early 2006?
Taipei Taiwan (2005) and Paris France (2005)

Is there a particular region, US and globally, that is growing right now?
We experienced substantial growth in Asia Pacific. In fact, our China operation grew 50 percent in 2005.

Is there a particular region, US and globally, that's shrinking?
We saw a decline in our US revenue due to our decision to walk away from a large client (Philips Semiconductors)

How many practice areas do you have?
Our one major practice area is Corporate Communications, which encapsulates a unique broadcast capability.

What practice areas showed the most growth?
Continue good growth in Corporate Communications particularly in the broadcast area.

What key account wins did you have in 2005?
Fine Digital
Kingston Technology
Novellus Systems

What key accounts did you lose in 2005?
Philips Semiconductor

Did you expand any existing accounts into new domestic or international markets?
Yes. Most of our US 2005 wins have expanded into overseas markets. For example, we won the Novellus account in the US but now support the client in Japan and China. As a second example, we won Spansion in the US and now support the client in the UK, Germany and France.

What proportion of your clients are on a retainer?
85% of our US clients are retainer based (if you define retainer as establishing a budget to cover a six-month to one-year period).

Has this changed over the past year?

What was your 2005 US revenue (as entered into the separately submitted Rankings Form)?

What was the % change over 2004 US revenue
10% decline

What was your 2005 global revenue (as entered into the separately submitted Rankings Form)?

What was the % change over 2004 global revenue?
3% increase.

Did you experience top-line or bottom-line growth in the past year?
We experienced top line growth in 2005. As a privately held company we do not disclose bottom line data.

How did your performance, in terms of revenue and growth, meet expectations you had for the year?
Our revenue and top line growth were slightly below expectations. However, our growth objectives were advanced in the context of expanding our global footprint and the handling of multi-country programs. Toward this end, more than 50 percent of global revenue in 2005 came from clients we supported in two or more countries.

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