The Public Relations and Communications Association (PRCA) APAC has launched the "Asia Go-To-Market Primer 2024," offering strategic insights for establishing communication programmes across Asia. Covering 13 markets, including Mainland China, Hong Kong, Taiwan, Japan, South Korea, Southeast Asia, India, and Sri Lanka, the primer provides detailed profiles of each region's socioeconomic, media, and cultural landscapes. It also suggests budget guidelines for strategic communications activities.Led by Caroline Hsu, Co-Chair of PRCA APAC and Chief Global Officer at The Hoffman Agency, the initiative aims to address Asia's growing complexity and diversity. Hsu emphasized the need for recognizing Asia's digital maturity, economic growth, and cultural uniqueness to create impactful campaigns.

The Hoffman Agency, a global communications consultancy known for its work in technology, has announced changes to its European leadership team. Jenny Fieldgate, (pictured), formerly of Red Consultancy, takes the helm as the new European Managing Director.Fieldgate brings over 13 years of experience to the role, having most recently led Red Consultancy's corporate and technology practices. Prior to that, she spent nearly five years at B2B technology specialist Whiteoaks.Mark Pinsent, the outgoing European MD, will transition to a senior consultancy role. He expressed satisfaction with the team's progress and his decision to pursue a different path within the agency.Pinsent highlights Fieldgate's extensive experience in corporate communications, complementing his own focus on technology. He looks forward to leveraging his expertise to deliver exceptional results for clients.Fieldgate is excited to join The Hoffman Agency, impressed by their unique approach and collaborative spirit. She aims to build on the strong foundation established by Pinsent and the team to drive further growth across Europe.President and CEO Lou Hoffman confirmed the agency's ambitious plans for Europe, including acquisitions. He sees Fieldgate as a key player in achieving their goals, specifically targeting "smallish indies" seeking a broader platform.The leadership shake-up in Europe is part of a broader global restructuring at The Hoffman Agency. Caroline Hsu's promotion to Chief Global Officer in 2022 marked the beginning of these changes, followed by Gerard LaFond's appointment as North America MD.The agency also recently experienced a change in Asia-Pacific leadership. After a brief tenure, Dominique Rose Van-Winther departed the role. Hoffman acknowledges the setback and plans to re-evaluate the best structure for the region.The Hoffman Agency, with its 14 offices worldwide, is on track to exceed $30 million in revenue this year. Hoffman has set his sights on reaching $40 million in the coming years.This growth strategy combines strategic acquisitions with organic expansion. With a strong foundation in place and Fieldgate's leadership, The Hoffman Agency is poised to become a major force in the global tech communications sector.