Western Digital, a leading data storage firm, has appointed The Hoffman Agency as its PR agency of record for the Asia-Pacific region, PRovoke Media reports. The partnership will cover key markets, including Singapore, Hong Kong, Japan, Korea, Taiwan, China, Australia, and Thailand.The Hoffman Agency will manage Western Digital?ÇÖs PR and digital communications, reinforcing the company?ÇÖs brand presence in the region.This announcement follows Western Digital?ÇÖs ongoing plans to separate its HDD and Flash businesses into two independent, publicly traded companies. The company believes this strategic split will enhance innovation, optimize market-specific opportunities, strengthen leadership positions, and improve operational efficiency with distinct capital structures. The separation plan was first revealed in 2023.Meanwhile, The Hoffman Agency has been expanding its presence in Southeast Asia through strategic promotions and new hires.In Singapore, Vanessa Lee has been promoted to associate account director, digital, to drive integrated marketing communications (IMC) growth across the region, while Vivien Law will focus on key accounts and client service excellence. Both will report to Akansha Rai, deputy general manager.In Malaysia, Chee Kun Tan has joined as account director, working alongside Vicky Wong, general manager, to expand the firm?ÇÖs presence in this rapidly growing technology market.Indonesia sees the promotions of Shinta Widianti to account director and Panji Pratama to associate account director, supporting Niko Radityo, deputy general manager.In Thailand, Prangthong Jitcharoenkul has stepped into the role of associate account director, while Jennine Aremanapong has joined as an account executive. Both will work with Clarence Lim, director of Southeast Asia, to drive business growth in the country.