2024 Creative LIAisons Coaches
Emir Shafri
Chief Creative OfficerPublicis Groupe Malaysia
Kuala Lumpur
Emir is CCO of Publicis Groupe Malaysia, where he works with a talented bunch of creative misfits from across Leo Burnett, Publicis, Saatchi & Saatchi Arachnid and Digitas. Together, they helped make Leo Burnett agency of the year at Effie Awards Malaysia for 3 years running, alongside winning creative agency of the year honours from Campaign Brief “The Work” and Campaign Asia AOY.
What drives Emir is his love for the crazy, exciting “what ifs” on the intersection of tech, creativity and humanity. With a bit of luck, some of these “what ifs” have earned recognition at shows including London International Awards, Cannes Lions, SXSW Interactive Innovation Award (an Asian agency’s 1st), Spikes Asia, ADC Tomorrow Awards, ADFEST, ADDYs, NY Festivals, MAD STARS, EFFIES, WARC, Kidlat Awards, Singapore CCAs and the Kancil Awards.
Emir is currently co-chairperson of the 4As Malaysia Creative Council. Emir has also judged at shows including NY Festivals, ADFEST, Spikes Asia, Dubai Lynx, Ciclope Awards and CCAs. Emir was also Kancil Awards Jury Chairperson (2019–2022), where he worked with industry leaders to revamp Malaysia’s premier creative award show, including building the most diverse gender, expertise, and independent outfit jury representation in the show’s history.
Emir credits much of his journey to being a part of the Creative LIAisons programme in 2015 and is excited to “pay forward” the lessons from his mentors.
What drives Emir is his love for the crazy, exciting “what ifs” on the intersection of tech, creativity and humanity. With a bit of luck, some of these “what ifs” have earned recognition at shows including London International Awards, Cannes Lions, SXSW Interactive Innovation Award (an Asian agency’s 1st), Spikes Asia, ADC Tomorrow Awards, ADFEST, ADDYs, NY Festivals, MAD STARS, EFFIES, WARC, Kidlat Awards, Singapore CCAs and the Kancil Awards.
Emir is currently co-chairperson of the 4As Malaysia Creative Council. Emir has also judged at shows including NY Festivals, ADFEST, Spikes Asia, Dubai Lynx, Ciclope Awards and CCAs. Emir was also Kancil Awards Jury Chairperson (2019–2022), where he worked with industry leaders to revamp Malaysia’s premier creative award show, including building the most diverse gender, expertise, and independent outfit jury representation in the show’s history.
Emir credits much of his journey to being a part of the Creative LIAisons programme in 2015 and is excited to “pay forward” the lessons from his mentors.
Comments
“Being a Creative LIAisons mentee nine years ago has got to be one of the most pivotal moments in my career. The mentorship I received, lessons I learned and connections I made truly fast-tracked my career and have shaped me into the creative leader I am today. Which is why when LIA asked me to join this one-of-a-kind programme as a coach, it was an instant yes. I am simply thrilled and honoured for this opportunity to pay forward the lessons I learned from my own coaches to the next generation of rising stars, while learning a thing or two from my mentees as well.”