Women to Watch 2024: Kijung Kelly Kwon, The Hoffman Agency

Kijung Kelly Kwon

General manager
The Hoffman Agency
Korea

"Kelly’s drive and passion for IMC and data have injected new dynamism into our business in Korea. Her international mindset and commitment to equal opportunities make her an uncommon asset in Korean PR,” says Caroline Hsu, chief global officer at The Hoffman Agency.

Leading The Hoffman Agency Korea, Kijung Kelly Kwon brings 20 years of diverse experience in journalism, public relations, and data-driven marketing, propelling the agency’s growth and innovation. Before Hoffman, Kwon served as senior vice president at Allison+Partners Korea, where she introduced data-driven strategic consulting modules and developed innovative methods to accelerate sales and business scaling. At Dunnhumby Korea, she led the retail data insight team, focusing on consumer insights and data science. Kwon also spent 13 years at Medicom, Korea’s largest PR agency, where she managed prominent accounts such as Samsung Galaxy, LG, and L’Oréal, gaining deep expertise in high-stakes communications. 

Her career began in journalism, where as a correspondent for YTN and Dong-A Ilbo in Australia, Kwon received multiple awards, establishing a strong foundation in storytelling that informs her strategic approach to PR.

Kwon’s leadership at Hoffman Korea has driven substantial acceleration, earning her the tagline the “midas of growth.” From 2021 to 2023, the agency saw impressive annual increases in fee revenues, as she expanded the client roster significantly—more than doubling the number of accounts with fees over $100,000 in scale. This includes new clients across tech, gaming, and semiconductor sectors. Her focus on team culture has also led to numerous industry recognitions, including Campaign Asia-Pacific’s Korea Agency of the Year bronze (2023).

Committed to lifelong learning, Kwon earned her PhD in business administration in 2022, with a focus on employee metacognition. Her data-driven approach at Hoffman includes a customised evaluation system that allows clients to make informed strategic decisions. Internally, she has championed flexible work policies and a hybrid system to promote employee wellbeing. Additionally, Kwon assimilated Techplomacy into the agency, an initiative that combines corporate media relations with geopolitical insight, assisting clients in navigating complex regulatory landscapes in APAC.

As a certified DEI facilitator, Kwon integrates inclusivity throughout her leadership. She has led DEI workshops at Hoffman Korea and expanded welfare programmes to support underrepresented groups, including flexible hours for working parents. In celebration of International Women’s Day, she launched the ‘Bread and Roses’ campaign, which originated in the women's rights movement in the early 20th century. The initiative involved distributing bread and roses to employees to celebrate and discuss its meaning.

Kwon’s influence extends beyond her agency. She taught PR as an adjunct professor at Hanyang University and continues to mentor aspiring PR professionals through guest lectures and networking events. Since 2020, she has served as a board director for Women In Innovation (WIN), where she leads initiatives that empower mid-level female managers in South Korea, helping them overcome barriers and develop leadership skills.