English Version 1987년 실리콘밸리에서 출발해 세계 각국에서 다양한 클라이언트들의 종합적인 홍보 서비스를 지원해 온 호프만에이전시가 아시아 진출 20주년을 맞이했습니다. 그 동안 호프만에이전시는 크고 작은 변화에 적극적으로 대응하며 고객지향적인 비즈니스모델을 발전시켜왔는데요. 그 중에서도 호프만에이전시가 가장 주목하고 있는 변화는 단연 ‘디지털화(Digitalization)’입니다. 다른 모든 산업과 마찬가지로 PR산업 환경에서도 디지털로의 전환은 매체나 기업의 홍보 [...]
Established at Silicon Valley in 1987, The Hoffman Agency has provided comprehensive PR support to a variety of clients all over the world, and is now celebrating its 20th anniversary in Asia. Throughout its history, the Agency has actively responded to various industry changes to develop a client-centric business model.
The year was 2000. I had just arrived in Seoul after 13 hours in the air and contorting my frame to the dreaded middle seat. Normally, I would take the blue bus to the hotel. But I was two hours away from speaking at a conference staged by a Korean version [...]
We took Lou Hoffman’s word for it 20 years ago when he decided there was opportunity in Asia Pacific for a relatively small, independent, San Jose, California-based public relations consulting firm. Few of us working in the agency at the time had ever been to the region, let alone knew anything [...]
When Lou asked me to contribute some thoughts about the 20th anniversary of Hoffman AP, I told him I was truly honored because being involved at the beginning meant so much to me, not to mention providing an opportunity to hone my global communications chops. Moreover, it was such a stroke of [...]
The above photo depicts the front of a store in Shanghai called “Children’s Food.” I’m thinking such a store capitalizes on all parents’ quest to give their kids the best — the best education, the best nutrition, etc. Not quite. It turns out “Children’s Food” sells candy. Row after row after row of every type of candy you can imagine. I never thought of malt balls and gummy bears as children’s food. With that said, I admire the owner’s pluck in putting a positive spin on candy.
