Britney Pai
Head Of Entertainment Marketing, Greater North Asia
As Head of Entertainment for Greater North Asia, Britney turns dentsu’s entertainment legacy into a strategic growth engine for the region. She leads the dentsu Sports & Entertainment GNA team, drawing on deep industry relationships and an integrated approach to create distinctive brand narratives and immersive experiences. At the intersection of creativity, technology and data, she drives innovation through compelling storytelling, data-led insight and technology-enabled strategy.
Her most recent appointment was as Jury President for Entertainment, Gaming and Music at the 2026 Spikes Asia Awards. She has also served on the juries of the Clio Awards and Dubai Lynx, as well as on the MMA China Board and the Effie Sports & Lifestyle Awards committee—among the industry’s most respected creative and effectiveness platforms. She is also a regular guest lecturer at NYU Shanghai, where she meets with aspiring marketers and shares the latest trends in entertainment marketing.
Before taking on the GNA role, Britney was Chief Growth Officer at Dentsu Creative China, where she developed locally rooted, globally connected growth strategies. She built new capabilities — such as Entertainment & Sports Creative and Wellness Marketing — and led growth and communications teams to drive business and earn recognition for clients and dentsu.
In 2013, Britney, the co-founder and general manager of Trio Digital, a digital marketing agency, joined dentsu following the acquisition of her company. While serving as Vice President of Entertainment Marketing Solutions for dentsu’s Isobar China Group, she led the team in expanding their IP resources and worked in close partnership with Dentsu Group in Japan. They innovatively combined entertainment, social content with commerce to create a disruptive collaboration model that has led to the success of brands like KFC and Master Kong in winning audiences and achieving business growth.
In 2018, through the partnership between KFC and the Japanese anime Gintama production committee, facilitated by Britney's entertainment team, a new benchmark has been set for brand and IP partnerships, making it one of the most award-winning campaigns. They launched exclusive content, products and themed stores that have created an experience that fully integrated the brand and IP to allow 250m fans to live their culture. In 2022, in partnership with Tencent, they launched KFC Re, a fully shoppable experience at the intersection of craft, innovation and commerce. This groundbreaking business model and branded ecosystem earned them the Cannes Lions Creative Commerce in 2023.
Following her college studies in fashion marketing, she pursued a career in integrated entertainment marketing and public relations in Taipei for years. Over the past 20 years, Britney has made Shanghai her home and is well-versed in the Chinese market.
