SINGAPORE — The Hoffman Agency has named Dominique Rose Van-Winther as Asia-Pacific managing director, taking on the role that was previously held by chief global officer Caroline Hsu.

Hsu, to whom Van-Winther reports, will remain based in Asia-Pacific. The hire comes almost seven years after Hsu joined Hoffman as Asia-Pacific MD, since when the firm has more than doubled its Asia-Pacific revenue, landing Technology Consultancy of the Year honours on four occasions. Last year, Hsu added the role of chief global officer

Van-Winther, who spent more than a decade with Weber Shandwick in Asia-Pacific, takes charge of an operation that numbers more than 170 people across 10 Asia-Pacific markets, accounting for more than half of Hoffman's global revenues. After serving in senior operational and business development roles at Weber Shandwick, Van-Winter has spent the past two years running her own consultancy.

“As a technology company, your biggest competitor might not even exist yet,” said
Van-Winther. “Faced with exponential change, you have to think and move fast, take
chances and get things wrong just to have a chance at making it in the coming

“Almost every company is evolving to become a tech company in some form, but the space is full of noise and that is only going to get worse now that the bar to producing content has dropped," added Van-Winter. "You have to put creativity, storytelling and originality at your core to break through. I’m excited that Hoffman’s DNA means we can be the tech consigliere of choice, embracing and navigating the chaos."

Hsu noted that Van-Winther’s hire reflected Hoffman’s commitment to cultural and professional diversity and empowering female leaders, at a firm where market leadership is 100% local. Prior to joining Weber Shandwick in Asia-Pacific, Van-Winther worked for the firm's former Russian affiliate PRP.

“Dominique has deep roots in both Asian and Western geographies," said Hsu. "As a global agency we value the confluence of insight that this experience brings. We also put a premium on the combination of technological know-how, business expertise and consumer-centricity. Her appointment marks a levelling up for the agency and will enable us to create even more value for clients in a world where accelerating technological change and geopolitical and economic upheaval are facts of life."