The Hoffman Agency has opened its Indonesia practice with a new office in Jakarta.
Previously Hoffman worked with Jakarta-based communications firm Qycomms. That firm's principal, Cici Utari, now becomes head of Hoffman Agensi Indonesia.
"There’s a connection with Cici that’s tough to quantify," said Caroline Hsu, APAC managing director at Hoffman. "Both agencies share plenty of common ground, not the least being a client-centric mentality. A Hoffman-branded office in Indonesia was really a natural progression of the relationship."
Hoffman Agensi Indonesia formalises the PR agency’s presence in Southeast Asia’s largest market, after working for clients in Indonesia for the past six years, including Avast Indonesia, Build Eco Xpo and TÜV SÜD Indonesia.
Lou Hoffman, founder and CEO of The Hoffman Agency, said the move into Indonesia is a long-term plan, just like the firm’s China entry in 1999. According to PricewaterhouseCoopers, Indonesia will be the world’s fifth-largest economy by 2030.
"By not emphasising individual office P&L like other global agencies, we’re better equipped to take on multi-market assignments involving Asia as well as the US and Europe," said Hoffman.
Jakarta becomes The Hoffman Agency’s seventh APAC office, alongside Singapore, Hong Kong, Shanghai, Beijing, Seoul and Tokyo. Globally, Hoffman said the agency predicts more than 20% growth in 2017, and reported US$11.3 million revenue in 2016.