Dynamism and stability make a formidable ◮ combination
Back in 1996, The Hoffman Agency made Singapore its first dot on the map outside Silicon Valley (for good reason). As well as being the gateway to Southeast Asia, we saw early on Singapore’s potential to become a global technology hub at the cutting edge of innovation, research and development.
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Today, Singapore is responsible for the bulk of Asia-Pacific’s tech unicorns, spanning sectors from fintech to online car sales, and the pace shows no sign of slowing. The Lion City’s dynamism matches its stability — something we shouldn’t underestimate amid today’s geopolitical uncertainty — and these qualities have made it the beating heart of Asia-Pacific operations for many businesses.
Singapore is one of our two regional hubs and our base for Southeast Asia.
Our team specialises in running regional multimarket integrated marcomms programs that solve business problems for tech clients — from multinationals on the Fortune 500 to hungry startups fighting to get there.
Using Singapore as an operational base to catapult brands into the wider region, we’ve worked on everything from market entry, lead generation and recruitment campaigns to investor relations and fundraising. One particularly memorable program saw us elevate an international energy company’s status to sustainability champion, which ultimately led to them being cited in Singapore’s National Day prime ministerial speech.
We’re different from many agency network hubs in that we don’t rule with an iron first. Instead, we run our hub as a democracy that welcomes input from local market experts to better understand the cultural nuances of their business environments. From there, we create strategies that allow for flexibility in tactics and approach. It does mean a bit more work to keep everyone aligned, but our reward is results that doesn’t just placate HQ but create genuine waves in each locality.
We also put emphasis on professional diversity. In our team, you’ll find people with experience across the communications spectrum — in-house PR and marketing, investor and analyst relations, public affairs, media planning, social media strategy and design, to journalists and voice actors. And because we have a single P&L, we don’t need to fight for resources; we’re all in it together.
That means when we’re analyzing what a client needs, we’re looking at it from all sides of the equation without the underlying elephant in the room. (Who gets more money from this?) It also means we’re not tied to the traditions of B2B tech. Who said semiconductor companies can’t be on Instagram? If it’s targeted and going to help meet objectives, why not?
We view integrated marketing communications as part of the business toolkit — something that can never be decoupled from business objectives.
Our business-focused solutions as a hub include:
- Employer branding and recruitment – from putting the company on the map for potential hires to bringing in quality job applications
- Brand influence – the need to change perception and understanding of a company following transformation or the introduction of services that take it into new fields of competition
- Fundraising – helping new companies with momentum gain the financial support they need to grow and ensuring they are able to maintain investor confidence
- Successful market entry – helping businesses go from West to East or vice versa when they lack resources on the ground and the local market insights that they need to build credibility
- Running multimarket campaigns – building a consistent but localised brand identity across markets
A business-oriented approach starts with asking the right questions. What misperceptions exist around your proposition? How are you going to generate leads after raising awareness? Which markets are most strategically important to crack with a limited budget? Why should local market customers care about your offering and how does it relate to them? Is this the right time to be seeking media coverage or would it make more sense to channel resources into building a brand foundation and framework?
If this sounds like the sort of conversation you would like to have, we’d love to hear from you.