Hoffman appoints deputy general manager in Beijing

Wu will oversee the daily operation of the Beijing office, help the agency grow its client roster and improve cross-market collaboration for local and regional clients.

He will report to Dong Chen, general manager for China, who is currently overseeing both Beijing and Shanghai operations.

“The rationale to create [the role of DGM Beijing] is to enhance our on-the-ground leadership for the Beijing office to ensure we can best capitalise on the opportunities that this market has to offer and to bring the performance of our Beijing operation to a new level,” Chris Tang, managing director for Asia-Pacific at The Hoffman Agency, told Campaign Asia-Pacific.

With more than eight years of experience in strategic counselling and digital campaigns, Wu has developed his expertise in both consumer insight and social media.

Tang said the agency is looking to strengthen its offerings in these areas with the help of Wu’s expertise. “His role includes providing counsel to key clients such as PayPal, ARM and GREE, among others, driving new business, coaching and developing the team and growing our social media capabilities,” he added.

Prior to joining The Hoffman Agency, Wu was the account director and digital lead at Hill & Knowlton, where he managed all aspects of social media engagement in China for his clients, including digital strategy planning, creative digital campaign activation, social media analysis and online influencer engagement. Previously, he was an account director and social media practice lead at Text 100 China.