The Hoffman Agency Expands Southeast Asia Leadership Team

The Hoffman Agency has promoted Maureen Tseng to General Manager of Singapore and Indonesia as the agency places more focus on Southeast Asia by expanding its integrated marketing communications (IMC) offering in the region. It was additionally announced that the company is also setting up a Southeast Asia task force to manage regional remits, which Tseng will oversee.

Tseng has served as Singapore General Manager since 2018, having worked with the company for more than 25 years, and holds the distinction of being its first employee in Asia. In assuming leadership of Indonesia as well as the Southeast Asia hub based in Singapore, she will be directly responsible for one of Hoffman’s key growth markets.

The Hoffman Agency opened its Jakarta office in 2017, and its Southeast Asia presence extends to every major market including Vietnam, Thailand, Malaysia, and the Philippines. Some key regional clients are Zoom, Trellix, and Ripple.


The dedicated Southeast Asia task force includes Akansha Rai, and Clarence Lim, who the agency has respectively promoted to Senior Account Director and Account Director for Southeast Asia.

The team will work to grow Hoffman’s IMC offering across Southeast Asia, taking advantage of the company’s single P&L to mobilize resources from across the network as required. The moves follow Caroline Hsu’s recent promotion to Chief Global Officer.

“This model is a way to evolve and accelerate our offering to clients who want to make an impact in what is currently considered the world’s fastest-growing region,” said Tseng.


“Global and regional clients ranging from Fortune 500 to startup companies already work with us for Southeast Asian growth. Our single P&L gives us uncommon flexibility to help companies grow market share and enter new markets no matter what stage they are at. Our dedicated Southeast Asia team will help us serve them even more effectively in the region.”

The Hoffman Agency’s move reflects the region’s rapid digitalization. Its digital economy is set to exceed US$360 billion by 2025, and 40 million new internet users came online in 2021, taking internet penetration to 75%. It also increasingly serves as a center of global trade, with businesses investing aggressively in the region to diversify supply chains and mitigate geopolitical challenges.

“Southeast Asia is a key part of our growth trajectory and we see abundant opportunity here based on the ambitions and challenges of Western multinational tech firms and the vibrant local tech ecosystem,” Hsu said.

“Our independence, single P&L and global connectedness together with Maureen’s expertise in the region mean we are uniquely placed to help tech clients maximize their own opportunity in the region.”

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