2024 Creative LIAisons Coaches

Emir Shafri

Chief Creative Officer
Publicis Groupe Malaysia
Kuala Lumpur
, Malaysia

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.