In this episode of the Earned First podcast, host Arun Sudhaman speaks with Caroline Hsu, who leads The Hoffman Agency as chief global officer and Asia-Pacific managing director. Hsu reflects on her career trajectory, from 15 years in-house at major technology companies to taking the helm at Hoffman with a mission to help Asian brands expand onto the global stage. She explains how deliberate agility has underpinned the agency’s growth under her leadership, positioning it as a rare independent player with regional and international clout.The conversation also addresses wider industry trends. Hsu discusses the enduring pull for junior and mid-level talent in Asia to move in-house, and the parallel challenge of persuading global companies to take local market nuances seriously when operating in the region.The episode concludes with Hsu’s reflections on A Chip Odyssey — a documentary tracing Taiwan’s ascent to semiconductor leadership. She considers how Taiwan built a unique ecosystem that turned it into a global technology brand, and what that means amid intensifying geopolitical pressures.

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