#GettingToKnow Emma Shuldham, Managing Director @ Attachment

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Tell us a bit about your role! Is there a “typical” day?

Nope, there is no “typical” day! And that’s what I love. I’m still learning the team, clients, ways of working at the moment which is great fun. My role overall is to support the team in their personal growth and development, build an agency structure that creates opportunity and reward, as well as help Attachment to continue to be the fastest growing Entertainment & Culture agency in Europe!

What was the biggest challenge in getting to your current position?

It’s been more about the learning since joining or going from a network agency into a much smaller, more agile environment. The pace makes my head spin! In a great way. Working in a much larger agency environment was a learning curve that I really appreciated as it’s given me a very different insight coming into my current role.

What is your personal background and what role did it play in your career?


I started modelling at 14 and so have been on sets and amongst crews from an early age. However, I didn’t have the patience to be sitting in hair and make-up chairs for hours, nor did I hit any lofty heights, peaking at 5”7!

It gave me confidence from an early age, and also what it means to work together as a team, as well as a toe into the creative agencies and seeing how campaigns come to life.

What is your biggest career-related win? What is your biggest loss?

I was so proud to be selected as a Cannes Lions Entertainment Juror in 2021. Whilst we had an intense amount of work to judge due to covid and looking at 2 years worth of work, it was so inspiring to see such a variety of work. I was particularly proud to be 8 months pregnant at the time (we were remote judging luckily!) as I really felt it was representation that mattered.

Seeing the team grow and thrive and move on to amazing things is an ultimate win. I’m so proud of the people I’ve worked with and where they are now, and being able to play a supportive role as they find their own successes.

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

Natalie Graeme at Uncommon has always been a wonderful confidant and unofficial mentor to me, I really value her perspective and opinion (and choice of cocktail!). Jackie Stevenson has also been an amazing inspiration and very generous with her time. My last agency ITB was founded by Emma Grede (founder of SKIMS and Good American), and sitting next to her energy and passion for 8 years was definitely a highlight!

If you could go back to your teenage years, would you have done things differently? Do you have any regrets?


Nope. But I would tell myself not to worry so much about what others think of you. Just be you, be kind, and the rest will follow.

If you weren’t in your current industry, what would you be doing?

Well, I studied Ancient History & Archaeology as I had always had a hankering to be the next Indiana Jones (or on a smaller scale take over from Tony Robinson on Time Team) so something in that realm possibly. One of the first ever jobs I applied for, which I was woefully inexperienced for, was on the events team at the British Museum.

What’s your one big dream for the future of the industry?

That we find a way to combat fake news, distorted reality and inauthentic aspirations. The impact this has on the mental health of all consumers is paramount. and as a mother of a young girl, the vanity and insecurity that can be created with filters/content concerns me. How do we find a way where everyone can live authentically as themselves and use technology to make them the best version of themselves.

What are your top tips for aspiring creative professionals?


Read. Immerse. Ask questions. Show up and be intentional.

What are your top tips for other creative leaders?

Listen to your team. Create a clear path and plan. Whilst people need freedom to create, innovate and make mistakes, people also want to know what the common end goal is. We’ve lived through such a roller coaster of emotion in the last few years, and do not underestimate the value and gratitude that stability and clarity bring.

When you think about your team, what is the thing that matters to you the most?

Are they inspired? Are they fulfilled? And I’m constantly thinking about what we can do to create the best possible environment for them to thrive and succeed.

Do you have any websites, books or resources you would recommend?


Those that know me know I’m a Simon Sineck devotee and as a marketer, as a 101 to start with, if you haven’t seen Steve Jobs on marketing, google it.  


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