Category: The Hoffman Agency

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Is Creativity Really a Team Sport?

Companies consider brainstorming a magical alchemy, especially if the business puts a premium on creativity. That’s certainly the case in a communications consultancy; not so much if you’re an accounting firm that depends on the rigor of process. The words “let’s brainstorm” bring multiple people together with the singular quest to find a better way. …more

Getting Serious About Southeast Asia

You might have seen the news earlier this month that we promoted Maureen Tseng to oversee our Southeast Asia operation from our hub in Singapore. We hired our first employee in Asia on April 17, 1997. That person was Maureen. The photo above depicts her and our Singapore team during the early days when we …more

“Kanpai” to Hoffman’s Building Bridges Program: 29 days in Japan

By Laura Naland, Senior Account Manager I’ve just spent 29 days in Japan. Yes, you heard that right — the country that thousands of people across the globe are waiting to enter for vacation. The country that has basically shut its borders ever since COVID first started 2 years back and continues to be incredibly …more

Reflecting on 2021 Performance

Our company’s rescheduled holiday celebration looms later this week, prompting a look back on 2021. While the pandemic delivered the ultimate stress test for PR agencies in 2020, it’s not like everything returned to normal in 2021. Between variants like Omicron, political turmoil — hello, Jan. 6 — and continued calls for social justice, the …more

Storytelling in a Job Description. BTW, We’re Looking for a HR Manager.

Persuasive language has a huge say in the success or failure of the recruitment talent. Yet, most job descriptions and recruitment ads sound like they came from the same HR textbook penned in the ’70s. Forget differentiation. They’re often stringing together verbs and nouns that would be lucky to earn Cs from Mr. Harper, my …more

Global Communications Is a Mentality, Not a Function

When people talk about improving global PR, the discussion typically gravitates toward infrastructure or titles. But these are supporting pieces. At the core, 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 …more