Hoffman will be the lead agency for Continuum’s media relations and thought-leadership initiatives to enhance awareness of its brand among current and prospective customers, trade and business media, and other key constituents.
General manager of Hoffman Dong Chen commented, “Some of the world’s most respected brands turn to Continuum as their innovation partner; and in our pitch that set us apart from the other agencies, our strong belief in innovation and its power to change people's lives impressed and resonated with Continuum".
Continuum is a consultancy helps both domestic and multinational companies grow their businesses. In the mid 1990s, PepsiCo engaged Continuum to help its restaurant brands KFC and Pizza Hut develop a new store design that integrated local customs, aesthetics and materials. Design elements were based on consumer research and analysis of business challenges in the mainland.
In 2003 Continuum designed a thinner, softer, lower-cost diaper for Proctor & Gamble's Pampers brand.
Continuum China's managing director Chris Hosmer said it was "important for Continuum to find an innovative public relations agency with the right mix of expertise, local knowledge and strong credentials to support our activities in China”.
Those activities include work with local brands Midea and COFCO. Continuum recently moved into a new office space in Shanghai's French Concession area after its expansion into the mainland in 2009.
Continuum had no prior PR agency in Asia before this, and declined to disclose the value of its contract with Hoffman, due to confidentiality reasons.