Ford lures Hoffman's regional head Small

<P>ASIA-PACIFIC: Hoffman Agency president Lou Hoffman is looking for his agency to step up its creativity, as it searches for a successor to regional MD Whitney Small. </P> <P><BR>Small earlier confirmed to Media that she would depart the network after four years, for a newly-created role as director of public affairs for Ford Motor Company, based in Bangkok.</P> <P><BR>Hoffman said Small had built the senior team and established world-class service delivery during her time in charge. The next phase, he noted, would be a greater focus on creativity. "We're looking for someone who is not just a great leader and strategic thinker, but creative in how we make best use of the unique assets we have in Asia," he said.</P> <P><BR>Small, meanwhile, will oversee all of Ford's public affairs and communications for the Asia-Pacific and Africa regions. "There is a recognition that someone needs to knit the regions and countries together. It's really about going to the next level because Ford is doing very well in Asia-Pacific and Africa," she said.</P> <P><BR>At Hoffman, Small oversaw the growth of the tech specialist into Taiwan, along with an increased presence in mainland China. Key client relationships included Xilinx, Texas Instruments and Google -- while her tenure also saw Hoffman's resignation from its regional Philips business.</P> <P><BR>"It was not an easy decision at all, but I've been with Hoffman for four years and we've grown a great team," added Small. "We've got good senior level talent now."</P> <P><BR>Small's shift to Bangkok marks a return to the Thai city, where she spent several years at Burson-Marsteller Thailand, before leaving to join Disney, and then Hoffman, in Hong Kong.</P> <P><BR>According to Lou Hoffman, the agency has seen solid growth over the past year, following a quieter period in 2003 and 2004. Recent new business includes the likes of Lexmark Korea, SanDisk regional and Novellus in North Asia, with Hoffman expecting 30 per cent growth this year.</P> <P><BR>Going forward, he said he was keen to ensure the agency remains clear of the commoditised offerings that plague the PR sector, as it eyes further expansion into Malaysia and India.</P> <P><BR>"I don't know if I'm looking to increase investment, because we've continued to invest," explained Hoffman. "We did not make one redundancy during Sars, as we're obviously in it for the long term."</P>