April 2016

Team Spirit a Winner for Hoffman Asia Pacific

We first connected with David Frost, founder of Australian PR agency PR Deadlines, back in 2001 for an assignment involving Juniper Networks. The fit worked. We’ve been teaming with PR Deadlines ever since. David’s son Luke is now a big part of PR Deadlines. Even at an early age, Luke proved calm [...]

Twenty Years in a Changing World

I met Julian in 1993 when he was working in Silicon Valley for Cunningham (later sold to Citigate). Between his smarts, professorial air and British accent — still slays American audiences; just check out the ratings for Downton Abbey — I hoped to never encounter him in a new-business pitch. As [...]

March 2016

No Tears Shed in Departing the “Chocolate Building” in Beijing

When The China International Trust and Investment Corporation (CITIC) building in Beijing flung open its doors in 1985, its 29 floors qualified it as the tallest building in town. Even 15 years later when we entered China, the address still carried prestige though it had long ago lost its title as [...]

One-year Assignment in Singapore Does Not Include Prized Alfa Romeo 164

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 [...]

The Connection Between Hoffman Asia Pacific and the 1997 Economic Crisis in Korea

I met Young Sohn for the first time in 1994 during the “infamous” Hyundai Electronics press tour.  It’s hard to explain in words, but I felt an instant connection with this man. How can this be? Even today, I’m not quite sure. Here’s what I do know. What started off as [...]

My Encounter with the Singapore Political Process

Ray Schuster started our Asia Pacific operation in Singapore. It wasn’t easy. We didn’t have an international expansion department. No, I take that back. Ray was our international expansion department. He navigated the government regulations. He found our office space and oversaw the buildout as well as played interior designer down to [...]

The Chairs

We talk about the launch of Asia Pacific as if it were one launch. That couldn’t be further from the truth. Every single office had to be started from scratch. Behind every single office stands an individual who believed in our mission and worked 24/7 to make it happen. For the [...]

Reflections on My Life at Hoffman

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 [...]

Fond Memories of Hoffman AP

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 [...]

February 2016

19 Years and 135 Days Since This PR Agency Entered Asia (But Who’s Counting?)

The Agency opened its doors in Asia on Oct. 20, 1996. It has been an amazing, fun, torturous, weird, satisfying, frustrating and enlightening run. This blog celebrates the looming 20-year milestone, lending a voice to all the people who contributed to our success in the region. I made my first trip to [...]