SEOUL — The Hoffman Agency has named new leadership in Korea, bringing in former Medicom executive Kijung Kelly Kwon as general manager.

Kwon takes on a role that was previously held by Miranda Heeseung Lee, who has left Hoffman after almost four years. Kwon arrives from Allison+Partners, where she spent nine months as VP, after a one-year stint overseeing retail data insights for Dunhumby.

A former television and newspaper journalist, Kwon spent 12 years with major Korean PR firm Medicom, rising to the role of VP and overseeing expansion in social media data intelligence and brand journalism.

“At Hoffman, we see diversity as key to success and we’re always looking for people who
can bring a fresh perspective to our work,” said Hoffman Asia-Pacific MD Caroline Hsu, to whom Kwon reports. “Kelly is a communications expert who sees the whole picture, having worked as a journalist, in-house and at agencies as well as analytics. Her data-driven approach and content expertise will add great value to our integrated communications offering in Korea and across Asia."

Kwon's hire comes after Hoffman also named a new Hong Kong GM earlier this year. 

“I see the Hoffman Agency as the pre-eminent communications partner for the technology sector specializing in AI, cloud, and big data and also as an agency that is serious about producing quality, goal-oriented content," said Kwon. "This integrated approach is something we need more of in Asia and I am keen to help advance it."