The Hoffman Agency has appointed Dominique Rose Van-Winther as managing director of Asia-Pacific succeeding Caroline Hsu, who will remain at the agency and in the region as Chief Global Officer, a role she took on in 2022 in parallel to that of Asia-Pacific Managing Director. Van-Winther will be based in Singapore and report to Hsu while all regional market leads will report to her.
Van-Winther brings nearly two decades’ worth of technology, B2B and consumer agency and management consulting experience, much of it in Asia-Pacific. Her experience includes running her own consulting firm specializing in areas such as change management, employee engagement and training, and regional leadership in operations and business development at Weber Shandwick over a period of more than 10 years.
She is also actively involved in emerging technology including blockchain and artificial intelligence, and is the founder and COO of the Blockchain and Crypto Association of Singapore (BCAS).
“As a technology company, your biggest competitor might not even exist yet,” said Van-Winther.
“Faced with exponential change, you have to think and move fast, take chances and get things wrong just to have a chance at making it in the coming decade.”
She added: “Almost every company is evolving to become a tech company in some form, but the space is full of noise and that is only going to get worse now that the bar to producing content has dropped. You have to put creativity, storytelling and originality at your core to break through. I’m excited that Hoffman’s DNA means we can be the tech consigliere of choice, embracing and navigating the chaos.”
Hsu said Van-Winther’s hire reflected Hoffman’s commitment to cultural and professional diversity and empowering female leaders.
“Dominique has deep roots in both Asian and Western geographies. As a global agency we value the confluence of insight that this experience brings. We also put a premium on the combination of technological know-how, business expertise and consumer-centricity.
Her appointment marks a leveling up for the agency and will enable us to create even more value for clients in a world where accelerating technological change and geopolitical and economic upheaval are facts of life.”
The Hoffman Agency said its Asia-Pacific revenue has more than doubled over the past five years due to a focus on integrated marketing communications (IMC) that solves client business challenges and on catering to growing demand in tech and B2B for multimarket leadership. More than half of revenue already comes from work spanning two or more regional markets.