A Lesson in Branding from The Hoffman Agency In an effort to think critically about the way branding works, we will be taking an occasional break from the text-heavy blog post to muse on photos of billboards from around the world. The questions at the forefront of our minds are: -How do billboards create a corporate…
By Cheryl Tan The Hoffman Agency, Shanghai Back in 2010, I relocated from Singapore to Shanghai to work for The Hoffman Agency China. Having just landed from tropical Singapore to frigid conditions in Shanghai, I very quickly realized that whatever I had with me wasn’t going to be enough. I needed additional clothes fast, and…
By Esha Lotey The Hoffman Agency, London As a junior consultant at Hoffman Europe’s London office, I am responsible for various tasks depending on the particular request of my clients and team. I generally engage in media relations and account co-ordination. Until recently, however, I had yet to work on or attend an influential trade…
By Tom McHale The Hoffman Agency, Beijing For business reporters accustomed to interviewing CEOs and marketing managers, sitting down with a scientist can be disconcerting. PR executives, by the way, often don’t fare much better when it’s a scientist on the client side of the conference room table. At times, conversation with a scientist can…
By Terence Nip The Hoffman Agency, Beijing “The medium is the message,” this well-worn phrase coined by philosopher Marshall McLuhan has changed our understanding of communications. According to McLuhan, the medium’s relationship with its message is symbiotic; it shapes how the message is perceived. In 2012, McLuhan’s message has been given new life in the…
By Anton Molodetskiy The Hoffman Agency, San Jose As brands and companies become more aware of the benefits of public relations (or perhaps, as more people want to become experts in social media), it is integral for agencies to understand that resting on our laurels can mean the difference between success and stagnation. The Holmes…
