SINGAPORE — Twitter has shifted PR duties for Singapore, including its Asia-Pacific hub mandate, to the Hoffman Agency after three years with Golin.

Following a competitive review, Hoffman has been tasked with building Twitter’s brand presence in Singapore, and will serve as the Asia hub for Twitter’s communications efforts in markets across the region, with a specific focus in both corporate and consumer relations.

Specific duties will include strategic counsel, content development, and media and stakeholder engagement. Hoffman will work with key Twitter divisions including the global content partnerships team based in Korea, to promote the platform as the place where public conversations take place.

"We're excited to partner with Hoffman PR as our Asia PR hub agency as Twitter looks to grow its presence across Asia while staying true to our mission in sharing ideas and information instantly without barriers," said Twitter Asia-Pacific head of communications Larry Loh. "The collaboration has been enthusiastic — from new activations around #Kpop to raising Twitter's brand awareness in key markets, we're looking forward to working closely together across the region."

Hoffman's hire comes after Loh took over regional communications leadership at Twitter earlier this year, after joining from the GSMA. Loh succeeded Dickson Seow, who moved to San Francisco last year to become Twitter's director of global communications and planning.

“The Asia-Pacific region continues to be an engine of growth for us. With eight offices and counting in the region, we have built up a finely-tuned team of experts with the flexibility, insights and expertise to run result-driven campaigns for clients,” said Caroline Hsu, Asia-Pacific MD at Hoffman. 

The Asia-Pacific decision does not affect Golin's new role as Twitter's consumer PR firm in the US, which PRovoke Media revealed last year. "We had an amazing three- year adventure with Twitter as the AP hub agency and helped tell the story of Twitter’s comeback in the region," said Golin Singapore MD Tarun Deo. "Only a handful of global consumer Internet companies have ever successfully completed a turnaround and we are very proud of being part of that journey. The new team at Twitter has made the decision to go in a different direction. And we respect that and wish them well."