Joel Lim

Joel Lim

Founder & non-exec advisor at International Creatives London
London, United Kingdom

About me

Joel is a problem solver, explorer and storyteller. On-ground, on air or online, screens or headsets, digital or physical builds, he’s open to all solutions and platforms. In his current role, he delivers innovative digital/experiential ideas and ad campaigns, working collaboratively with technologists and other specialists in the Interactive Experience team. He has over 30 awards to his name in a career spanning integrated, digital and social agencies.

Chat with an A.I. version of Joel here:


Founder & non-exec advisor
International Creatives London
January 2016 - Present (4 years 7 months)
I'm the founder of International Creatives London and we work to empower expats in the creative industries. ICLDN is a support, networking and co-learning group with hundreds of professionals.
Associate Creative Director
London, United Kingdom
March 2015 - Present (5 years 5 months)

I deliver innovative digital/experiential ideas and campaigns, working collaboratively with technologists and other specialists in the Interactive Experience (IE) team.

IE are a creative collective of problem solvers, explorers and storytellers. We’re on a mission to turn passive consumers into active participants. To make things people want. Not just make people want things. We think of technology as a means to a creative end, not an end in itself. On-ground or online, screens and headsets, digital or physical builds, we are open to all solutions and platforms. Because the work we do is so diverse, our team is composed of specialists from a variety of creative and technical backgrounds. We dabble in VR, AR, product & packaging design, artificial intelligence, retail interactive, experiential ideas, mobile apps, and of course, advertising.

I am also the head ideator for Iris' product development and innovation sister agency, The Nursery. We work collaboratively with clients like Samsung, the BBC and Camelot to enhance existing and create new products and services.


- Global and local pitch wins;
- experiential VR project for Samsung Korea working collaboratively with Cheil and Framestore;
- interaction concepts for a Samsung Connected Fridge;
- award-winning digital outdoor work for MINI UK;
- mobile game concepts and prototyping for UK and European lottery clients;
- launch of the customer-relationship and content platform/app, myGalaxy, with 700k active mobile users.

Brands: Samsung, Shell, Adidas, Domino's, The National Lottery.
Creative Director
London, United Kingdom
October 2014 - February 2015 (4 months)
Transformed a team of 9 comprising art directors and writers into concept-first creatives. Put processes in place for better work. Won three new clients in the first three months.

Brands: P&G, TravelSupermarket, Panache, Lurpak, Cocio, Samsung, and more.
Associate Creative Director
LONDON, United Kingdom
March 2013 - September 2014 (1 year 6 months)
About: I lead a team of 9 creatives working on UK and global briefs. We create work that gets shared on social media.

Highlights: Pitched for and won all Unilever haircare brands, Xbox game titles for EMEA, and Boots No.7. Jury member of the 2014 Creative Circle Awards and the Tomorrow Awards. Won many international and regional accolades.

Brand: Microsoft IE, Xbox, Samsung Mobile, Samsung Cameras, Samsung SSD, Samsung Home Appliances, Boots No.7, Unilever, Renault, Bupa, Next, Birds Eye and Sky TV.
Associate Creative Director (Contract)
London, United Kingdom
May 2012 - February 2013 (9 months)
About: I delivered integrated digital and experiential ideas and wrote a ton of copy.

Highlights: Won the ITV pitch in the first four weeks. Headspace and NSPCC (innovation partner) pitches won shortly after. Jury member of the 2013 Creative Circle Awards.

Brands: Mercedes and ITV.
Digital Creative & Strategist (Consultant)
Reading Room
November 2011 - April 2012 (5 months)
About: Part of a team of digital, design, IA and UX consultants working on a wide range of briefs.
Highlights: Won pitches in London, Singapore and Hong Kong. Pitched and won Prince of Wales website redesign. Presented Mobile Ideation for Human Beings at a Reading Room UK workshop.

Brands: Prince of Wales website, Singapore Government InfoComm Development Authority and Big Lottery Fund.
Creative Head - Digital & Experiential
Petaling Jaya, Malaysia
March 2010 - October 2011 (1 year 7 months)
About: Worked with all 7 creative teams, including TRIBAL DDB teams, providing ideas for digital and reported directly to the ECD.

Achievements: Asia Pacific Adfest Cyber Lotus, Digital Media Awards (Asia Pacific) Silver, and Clio Interactive Shortlist.

Highlights: Won Prudential Youth pitch. Taught Digital Ethos and Social Creativity at DDB workshops. Wrote for the DDB worldwide blog. Founded and organised “Digital Mashups”: regular knowledge exchange sessions for digital professionals.

Brands: Perodua, Prudential and BMW.
Postgrad Student
QUT (Queensland University of Technology)
July 2008 - October 2009 (1 year 3 months)
About: The Web, digital tech, apps, etc were going to change so much of what I knew about advertising. So I applied for and won a scholarship from 4As (Association Of Accredited Advertising Agents), Malaysia, to pursue a Master of Creative Industries - interactive design major.

Achievements: QUT Dean's List Award.

Work: 6 month stint at CRU DIGITAL, Brisbane, making wireframes and designing interactions.
Senior Writer (Contract)
Kuala Lumpur, Malaysia
January 2008 - June 2008 (5 months)
About: A short stint before departing for further studies in Australia.

Brands: HSBC, Kit Kat, Abbott.
Senior Writer to Creative Group Head
April 2005 - December 2007 (2 years 8 months)
About: Oversight of two creative teams as Group Head.

Achievements: Cannes Silver Lion.

Highlights: Creative campaign work for the United Nations High Commissioner for Refugees (UNHCR).

Brands: Carlsberg, U Mobile, Dettol, Strepsils, Mortein, Volvo.
Kuala Lumpur, Malaysia
August 2003 - December 2004 (1 year 4 months)
Brands: Langkawi Hotels and Resorts, Habib Jewellers.
Kuala Lumpur, Malaysia
January 2003 - July 2003 (6 months)
Achievements: Cannes Grand Prix Lion (Asia’s second and Malaysia's only), D&AD in-book, OneShow Silver Pencil.
Brands: Standard & Charted, Channel 9, Shell, HSBC.
Auckland University of Technology
January 2002 - December 2002 (11 months)
Achievements: Best Student award for Advertising Creativity major, Young Guns award (the only New Zealand finalist).
Highlights: An internship at DDB NZ.
Junior Copywriter
January 2001 - December 2001 (11 months)


Masters Interactive and Visual Design, Dean's List award.

2008 - 2009 (1 year)
Inaugural Masters Degree Scholarship (4As) programme recipient.

Bachelors Creative Advertising

2002 (1 year)
Best Student, Creative Advertising Major, award.

Similar Talent

Todd Sampson
Non Executive Director
Kevin Lane
Executive Advisor
Lane Et Al
Akira Kagami
Executive Advisor & Global Executive Creative Advisor
Lucy Farey-Jones
Founder, Executive Strategy Director
Venables Bell & Partners
Arina Avdeeva
Executive director and founder
Friends Agency
Xavier Real Del Sarte
Ellen Utrecht
Executive Producer / Founder
Kit Hawkins
Chief Executive Officer & Co Founder

Create a free Talent profile and become a member of AdForum

Get Started