PR News
The Hoffman Agency launches AI visibility tool for brands

The Hoffman Agency launches AI visibility tool for brands

The Hoffman Agency has announced the launch of Generative Engine Discovery Insights (GEDI), a capability designed to help brands understand how they are represented in generative AI answers.

Building upon structured datasets, GEDI measures brand mentions, analyses how brands are described, and captures citations to identify the domains that AI engines most frequently trust, from news outlets to review sites and brand-owned platforms. It also aims to uncover concentration risks, visibility gaps, and opportunities for improved coverage.

Developed in-house from codebase to interface, GEDI is designed to be an AI visibility radar that systematically queries major AI engines such as ChatGPT, Gemini, Claude and Perplexity.

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CTF
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CTF Services promotes Senior Manager, Group Corp Comms

Investment holding conglomerate, CTF Services, has promoted Gladys Lam to Senior Manager, Group Corporate Communications. In her new role, she serves as a key partner to the Group’s executive leadership on strategic communications and oversees corporate affairs spanning corporate narrative development, issues and crisis management, media relations, event management, and stakeholder engagement.

Gladys brings two decades of communications experience. Based in Hong Kong, her career spans roles at Hang Lung Properties, Link REIT, and non-profit organisations in the city.

Raffles
Industry update

Raffles Hotels & Resorts appoints regional PR agency for Asia

COMPANION COMMUNICATIONS has been appointed as the regional agency for Raffles Hotels & Resorts. The mandate encompasses public relations, marketing communications, strategic advisory, storytelling, partnerships, content creation, and crisis support for Raffles Hotels & Resorts in the Asian region.

This announcement comes after key hospitality wins at COMPANION in recent months, including the launch of Capella at Galaxy Macau in Macau, the launch of Andaz One Bangkok in Thailand, and the global retainer for Island Shangri-La in Hong Kong. In addition, the agency has held the regional PR retainer account for Fairmont Hotels & Resorts for the past two years. 

Commenting on the news, Dominique Backhouse, Managing Director of COMPANION, remarked, "COMPANION leverages local knowledge and deep industry insights to give clients a competitive edge. We are thrilled to be appointed by Raffles Hotels & Resorts, a leader of hospitality globally, as we continue to work with some of the best brands within the sector."

The
Industry update

The MC Collective clinches new wins, appoints former AMEX comms lead

The MC Collective has secured new partnerships with Lightfoot Travel and the Singapore Yachting Festival, expanding its portfolio across luxury travel, hospitality, and lifestyle.

Under the new mandate, the agency supports Lightfoot Travel’s strategic communications in Singapore and the rest of the APAC region. For the Singapore Yachting Festival, The MC Collective leads the event's strategic communications and media engagement ahead of its 2026 edition.

The client wins follow the agency's appointment of Michele Batchelor as Lead Consultant, Corporate. She brings more than 20 years of experience across American Express, Singtel, and Bloomberg. Michele supports the agency’s offering across corporate positioning, executive profiling, issues management, stakeholder engagement, and internal communications, while also bolstering its capabilities in lifestyle, hospitality, and F&B.

Eliza Marriott-Smalley, Founder of The MC Collective, said the new mandates reflect growing demand for senior-led, outcomes-focused communications across high-expectation categories.

Michele added, “I’ve led communications in complex, fast-moving environments and worked with agencies of every shape and size. What I value about The MC Collective model is the clarity and pace: senior people delivering strong thinking quickly, with no layers. It’s less like managing an agency, more like extending your own leadership bench.”