SHANGHAI, CHINA // As the Head of Entertainment in Greater North Asia, Britney focuses on harnessing and reshaping dentsu’s ingrained entertainment legacy into a dynamic driver for businesses and brand growth in the region. Using dentsu’s distinct approach and connections in the entertainment sector to facilitate brand interactions within global entertainment ecosystems, crafting a one-of-a-kind brand narrative space and experience through a fusion of creativity, technology, and data-driven insights. Before transitioning to the GNA role, Britney was the Chief Growth Officer for Dentsu Creative in China, where she designed a growth strategy that was locally focused and globally inclusive. She took the initiative in establishing distinct competencies and growth engines for the local team, such as Entertainment & Sports Creative and Wellness marketing. Britney leads a team that focuses on business growth and marketing communications, working with client service teams and partners across locations to meet business goals and earn reputation accolades 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:Store, 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.