It’s been quite the thrill for me to watch the activities of Hoffman’s Asia Pacific operation over the years. I’ve been lucky enough to work with a long string of dynamic players — from Lou himself, to Ray Shuster, Michelle Herman, Maureen Tseng, Lydia Lau, Jenny Chan, Shingo Nomura, Kaori Saito, [...]
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 [...]
Some celebrities achieve one-name status. Adele. Ronaldo. Kobe. As the Agency’s first staff member hired in Asia Pacific, Maureen Tseng has achieved one-syllable status … “Mo.” Out of all the decisions Ray Schuster, who launched our AP operation, made over his stint in Singapore, I think he’d agree the hiring 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.
Global PR is more than just the dots on a map. The most important factor in the success or failure of an international PR campaign comes down to mentality. Two basic questions go a long way toward revealing the presence of a global mentality: Do the account team members collaborate in [...]