JAKARTA —The Hoffman Agency has expanded to Indonesia, launching the firm's seventh office in the Asia-Pacific region.

Hoffman Agensi Indonesia opens as a standalone entity in Jakarta, building on the firm's existing affiliate relationship with Qycomms. Cici Utari, principal of Qycomms, now will lead Hoffman Agensi Indonesia.

"There’s a connection with Cici that’s tough to quantify," said Caroline Hsu, Asia-Pacific MD at the Hoffman Agency. "Both agencies share plenty of common ground, not the least being a client-centric mentality. A Hoffman-branded office in Indonesia was really a natural progression of the relationship."

Despite its size and public relations potential, only a handful of international agencies — Edelman, Burson-Marsteller, FleishmanHillard, Cohn & Wolfe and Weber Shandwick — have launched owned operations in Indonesia.

The office adds to Hoffman's other Asia-Pacific operations in Singapore, Hong Kong, Shanghai, Beijing, Seoul and Tokyo. The firm has seen significant regional growth in the past couple of years, including 20% topline expansion in 2017.

At the global level, Hoffman reported global revenue in 2016 of US$11.3m.