A challenge agency leaders face is delivering growth while nurturing the company’s brand. Any business can grow, but for it sustain its attractiveness to talent and clients, it must be clear on what it stands for and do what it promises. As leader of The Hoffman Agency in APAC, Caroline Hsu has supercharged the agency’s brand through a focus on culture, IMC and solving client business challenges. In the process, she has more than doubled revenue and transformed the agency into the region’s premier tech and B2B specialist. It is a story of transformation from traditional PR to IMC, and from a proudly independent but scrappy business to a clearly defined brand that works with some of the biggest names in technology and has the foundation to go much further.