Our Story

PAI Communications specializes in building ESG connections between brands and their ecosystems, integrating social impact with business performance. With deep expertise in China’s political landscape and regulatory frameworks, the team excels in senior-level communications. Their advisory services harness ESC (Environmental, Social, Cultural) dynamics to unlock potential, driving clients toward sustainable development and long-term value creation.

Anna Chitty is a senior leadership coach and business consultant with extensive experience in advertising and media across China, New Zealand, Australia, and the US. Formerly, she served as CEO of Starcom China and PHD China, SVP of Business Development at Omnicom Media Group in New York, and Media Director at FCB NZ. She now focuses on empowering leaders and teams through coaching, leveraging her expertise in leadership development, communication, and cross-cultural management.

Jan brings over 15 years of experience in Asia, specializing in communication and marketing. Formerly the Global Media Director at Huawei and OPPO, he is a regular industry panellist and judge for prestigious marketing awards. Fluent in English, German, and Mandarin, Jan holds an MBA and currently leads Virtus Asia Consulting as CEO.

Brian Song is a seasoned marketing leader with over two decades of experience shaping premium brand experiences across Greater China. His portfolio spans financial services, luxury, and entertainment, with impactful campaigns for Hong Kong Jockey Club, Citi, UBS, Haitong International, Bank of Singapore, Disney, Universal Music, and Marlboro. He played a pivotal role in HKJC’s China expansion, designing customer journeys for its inaugural world-class racing events in Shenzhen and launching the brand’s first mainland hub.

Known for bridging strategy and execution, Brian has redefined corporate branding for leading financial institutions, including Citi’s 200th Anniversary campaign and Haitong’s global repositioning. His entertainment credentials include producing Disney’s largest internal kickoff and Universal Music’s award-winning artist tours. A specialist in regulation-savvy storytelling and cross-market nuance, Brian delivers audience-first campaigns that translate across culture, channel, and experience.

Seowseng Tay is a CX and service innovation expert with over 20 years of experience across China and APAC. He helps organizations in healthcare, automotive, and finance design connected, human-centered experiences that build trust and drive sustainable growth — combining digital transformation, customer journey design, and service innovation.

He has led experience-driven transformations for global brands including GSK, Baxter, Eli Lilly, Johnson & Johnson, Ford, Volkswagen, and HSBC, turning fragmented touchpoints into meaningful moments that shift behaviour and strengthen loyalty. For Tay, great customer experiences don’t just happen — they’re designed to turn every touchpoint into a turning point.