Campaign details

Advertiser: ASE Group
Agency: The Hoffman Agency

For two-plus years ASE thought the storm would blow over. It didn't.

Advanced Semiconductor Engineering, Inc. (ASE Group) released toxic wastewater at its K7 manufacturing plant in Taiwan in 2013. Human error caused the one-time event.

Unprepared for the onslaught of criticism from customers, the media, government agencies and non-governmental organizations (NGOs), ASE did nothing from a communications perspective hoping the storm would blow over.

While the negative media coverage did finally die down, ASE's management was frustrated that key stakeholders including customers continued to research the issue online, leaving them with a negative and inaccurate picture of the accident. The Board ultimately characterized this as a crisis and instructed ASE to seek help.

Nearly two and a half years after the accident, ASE engaged with The Hoffman Agency.

Crisis plan and goal