Emma Shuldham

Managing Director Attachment

Emma Shuldham is Managing Director at Attachment, a cultural marketing agency that connects brands with the people shaping culture - from A-list talent to global creators. With 20 years of experience in the talent and entertainment landscape, she is a recognised expert in structuring and negotiating complex, high-value partnerships for global brands.

Emma has led and managed global teams of up to 50 people across multiple markets, building high-performing, collaborative cultures that deliver world-class work. Her expertise spans commercial negotiation, rights management, and strategic partnership development, overseeing 7–8 figure deals that balance creative ambition with financial rigour.

She has advised leading advertisers and agencies on celebrity and creator-led campaigns, live events and large-scale cultural ventures. Under her leadership, Attachment has partnered with clients including YouTube, Uber Eats, Google, Snap and Disney, helping them turn cultural relevance into measurable business impact.

Day 2 | 3rd December

10:25 AM THINK TANK: The Business Behind the Spotlight: De-risking A-list talent deals, navigating creator chaos, syncing the music to the moment, and building cultural partnerships with commercial precision

1. Protecting high-value A-list investments

When major budgets are at play, risk mitigation is everything. We’ll share how Attachment has refined the financial, legal and negotiation frameworks that protect clients and keep costs under control across the talent & music ecosystem. From global ad campaigns and live performances to large-scale digital content, we’ll show how rigorous planning and transparent deal structures safeguard both creative intent and commercial integrity.

2. Turning cultural influence into measurable value

We’ll explore how brands can unlock true commercial and cultural value from talent, music and creator partnerships - not just awareness. From navigating advertising restrictions and safeguarding brand integrity, to understanding the ‘media’ value and cultural capital of different talent types and soundtracks, we’ll show how a disciplined, relationship-driven approach translates influence into business impact.

3. Managing creator inflation and on-brief delivery

Creators are powerful partners but often unpredictable. High fees and inconsistent performance can erode value. We’ll share how our creator categorisation and briefing model helps brands invest smarter — matching the right level of creator to the right level of brief to deliver consistency, accountability and results at scale.

Check out the incredible speaker line-up to see who will be joining Emma.

Download The Latest Agenda