awards / jury / Emir Shafri

Emir Shafri

Chief Creative Officer


Publicis Groupe, MALAYSIA

Emir works with a bunch of misfits across Leo Burnett, Publicis, Saatchi & Saatchi and Digitas in Malaysia. Together, they’ve been recognised as Malaysia’s most effective (EFFIE Awards #1 Agency 2019–2022) and creative (Campaign Malaysia Creative Agency of the Year) agency. Before returning to Malaysia, Emir was Y&R Singapore’s Head of Digital, where he led the agency to win its first Agency of the Year, APAC’s top agency in mobile (Spikes Asia) and its highest Campaign Brief Asia’s creative ranking (#21) in over a decade.

What drives Emir is his love for the playful, exciting ‘what ifs’ on the intersection of creativity, innovation and humanity. Occasionally, these experiments would lead to several creative, innovation and effectiveness awards, including Singapore’s 1st Cannes Titanium and Innovation Lions nominations, Singapore’s 1st Cannes Chimera win, Gold Effies and an Asian agency’s 1st SXSW Interactive Innovation Award.

Outside of work, Emir has judged at several shows, including Spikes, ADFEST, New York Festivals and Ciclope, and was Malaysian Kancil Awards 2019–2022 Jury Chairperson. He has also coached startups and social enterprises through accelerators as well as incubators, and enjoys giving workshops to help the industry’s next generation ask their own ‘what ifs’.

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