Attachment Hires Emma Shuldham as Managing Director

Attachment, Europe’s fastest growing entertainment and culture agency, has appointed Emma Shuldham as managing director, to further accelerate growth, scale its client portfolio and expand internationally.

Emma, an entertainment industry heavyweight with 20 years’ experience and expertise in crafting talent-led brand deals, joins Attachment from ITB Worldwide where she served as managing director / president since 2017. Emma was a Cannes Lions Entertainment Juror in 2021.

In her new role, Emma will oversee Attachment’s development, brand and creative agency relationships, as well as team and service expansion.

Emma has worked with world-leading brands such as H&M, Magnum, Pernod Ricard, L’Oreal, Unilever, Nintendo, Dior and Samsung, developing cutting edge entertainment marketing strategies and partnerships with celebrity talent including Harry Styles, Pierce Brosnan, Javier Bardem, James Corden, Trevor Noah, Ricky Gervais, Will.I.am, Helena Bonham Carter, DJ Khaled and Miley Cyrus.

She joins Attachment, at a pivotal time for the agency when celebrity talent and culture-led partnerships are being reimagined, and the power of branded entertainment skyrockets.

Attachment’s clients include: Google, YouTube, Bumble, Sports Direct, Spotify, Snap and the British Fashion Council. The agency has built an impressive portfolio of culturally defining work, from transforming Westfield into an entertainment destination through a 26-market global stream with Lady Gaga, through shaping and implementing the ‘My Love Is…’ strategy for Bumble, and repositioning the world’s largest red carpet event, The Fashion Awards. 

“Emma’s appointment is a milestone hire for Attachment and we’re thrilled to have her on board. She joins at an exciting moment as we work to redefine the power of celebrity in a hyper digital age - finding ways for talent, and brands, to take true ownership of their own IP, product and fanbase.” said Chris Elrin, Attachment’s founder and CEO.

At ITB, her responsibilities included delivering strategic and creatively-led projects rooted in fashion, design, music, sport, celebrity and entertainment for top brands and individuals. Emma was also responsible for overseeing ITB’s relationships with world class creative agencies and leading its integration and growth in the US as it became part of the IPG network, building a global team executing campaigns that harnessed the power of influence.

Emma Shuldham added, “I am looking forward to positioning Attachment at the forefront of redefining the agency landscape for a new generation. To attract, retain and nurture young talent is exciting, and Attachment’s independence means we will be nimble and dynamic enough to succeed at scale and pace.”