Women to Watch Greater China 2024: Stephanie Yang, The Hoffman Agency

Stephanie Yang

General manager, Taiwan
The Hoffman Agency
Taipei

In 2018, Stephanie Yang joined The Hoffman Agency as associate account director—the agency’s first employee. Over the last five years, she has played a pivotal role in building connections and rapidly expanding Hoffman's presence in Taiwan. In 2022, Yang took the helm as GM and propelled the agency to remarkable growth. 

Under Yang’s leadership and through her extensive background in branding, marketing, and consumer technologies during her tenure at Ogilvy, Appier and Trend Micro, she was able to build a strong foundation of diverse clients of both start-ups and multinational corporations, including giants such as Visa, Airbnb, and Zoom. 

Recognising Taiwan as a vital strategic market, the centre of a global semiconductor industry and with a very active start-up community, Hoffman shifted its approach from PR to integrated marketing communication, though it was Yang's experience and fearlessness to question normalcy that thrust the agency into new realms, expanding their clientele, team and services.

Yang has also expanded Hoffman's digital capabilities and leveraged multichannel strategies to drive successful campaigns with the launch of Techplomacy in 2022. This strategic initiative equips tech companies in the Asia-Pacific region to navigate the intricate geopolitical landscape. By combining digital expertise with multichannel strategies, Yang facilitated successful campaigns and expanded Hoffman’s capabilities in Taiwan. Techplomacy now forms an integral part of Hoffman’s regional services, addressing business challenges with impactful solutions rather than focusing solely on PR metrics. 

Aside from offering meaningful solutions that impact the wider industry, Yang also actively pursues various ways to help elevate Taiwan's PR and communication industry. She implemented a comprehensive six-month internship program to better equip university students with the best business and communications practices, technology trends and insights. The program is now entering its third year—enabling a younger generation of PR and communications graduates with better opportunities.