Hoffman rides off with Piaggio Asia-Pacific

Manufacturer of the Vespa selected Hoffman to handle both its communications and a product awareness drive.

SINGAPORE - Piaggio Asia-Pacific, the parent company of Vespa, Aprilia and Moto Guzzi, has selected The Hoffman Agency as its agency of record following a competitive pitch.

Prior to this appointment, the Piaggio Group has not engaged a PR agency of record for the region.

Hoffman will be responsible for supporting the Piaggio group on the communications front and building product awareness as part of an integrated programme.

The agency will also lead regional coordination for the Piaggio brands in the following markets: Australia, Cambodia, China, Hong Kong, Indonesia, Japan, Macau, Malaysia, New Zealand, Singapore, South Korea, Taiwan, Thailand and Vietnam.
According to Dario Damati, Asia-Pacific strategic marketing director at Piaggio Group, Hoffman was selected based on its experience and track record. 

The agency has already started work on initiatives aimed at building the brand's audience, said Shawn Balakrishnan, general manager at The Hoffman Agency Singapore.

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