Tiffana Pun Richards joins Dentsu Creative as China CSO

Dentsu Creative, News

Tiffana Pun Richards joins Dentsu Creative as its China Chief Strategy Officer.

Tiffana will directly report to Keita Ishikawa, China CEO of Dentsu Creative, and support Keita in defining and delivering Dentsu Creative’s business strategy and accelerating the go-to-market capabilities to deliver on its vision. She will play a leadership role in designing and developing solutions and service development strategies to help the network organically grow existing clients and win new clients by leading the strategy and planning teams across Dentsu Creative in the China market as well as the Strategy Consulting new business initiative.


Tiffana is an innovative thought leader that has been making change happen throughout her over 20 years of diverse experience in digital innovation, media planning & AOR, agency transformation & strategic leadership across Asia and Greater China. With a global perspective, she has assisted agencies and brands in delivering brand and business transformation as well as market expansion.

As an integrated strategic marketer who drives growth & love with insights, creativity and technology, Tiffana has worked with both independent and global agency networks as part of a leadership team in an era of transformation. She has diverse client experience spanning across global and new power brands in China. In recent years, she has been deeply involved in new luxury and e-mobility brands’ new positioning and mar-tech innovation.

In addition, Tiffana is one of the enthusiastic thought leaders who has published a number of strategic papers on consumer insights and creative thought leadership. She is a regular Effie APAC juror member who has been a strong promoter of communications innovation and creative excellence.

“As per our previous announcement of the launch of Dentsu Creative globally at Cannes Lions in June, we are in the process to transform and upgrade ourselves. Henceforth, Tiffana will play an integral role in uplifting our capability both in strategy and in insight to deliver works that can be creatively powerful enough to create culture, change society and invent our future. Welcome Tiffana to the dentsu team!” Keita Ishikawa, China CEO of Dentsu Creative, said.