M+C Saatchi Group ANZ is pleased to announce the promotion of Emma Robbins to Group Chief Creative Officer, following the resignation of Steve Coll, who is stepping down after two years with the agency.
Emma has spent the past three months as CCO, Melbourne, where she has played a key role in the national creative leadership of M+C. Prior to that, she spent seven years as ECD. She has led multi-award-winning campaigns during her time with the agency, including Commonwealth Bank’s recently acclaimed ‘Doubt Never Did’, the Minderoo Foundation’s Plastic Forecast, and anti-vaping platform ‘We Are The Warning’, Lifeblood, and ART Super.
Now taking on an expanded remit, Emma will lead the group’s creative output, leaning into the network’s Cultural Power proposition. She is tasked with developing the creative vision for the agency’s future and working closely with the ELT on creative work that is distinctive and disruptive.
Emma will report to CEO Dani Bassil.
“The industry is shapeshifting in every which way, which is what makes this such an exciting time to step into the role. There are challenges and opportunities everywhere, and we’re all totally up for it. We’ve got the leadership, talent, and energy to meet them head-on and keep creating work for our clients that’s powerful in culture and full of meaning and creativity,” said Emma Robbins M+C Saatchi Group ANZ CCO.
Dani Bassil, M+C Saatchi Group ANZ CEO said, “Emma is one of a kind. I’ve been blown away by just how incredible and talented she is. She is adored by the creative community and clients alike. I just cannot think of anyone better to lead this agency into the future, and I’m delighted she agreed to step into the role. I also want to thank Steve for everything he’s achieved and wish him well in what he does next.”
Emma’s promotion comes following the resignation of Steve Coll. After almost two years with M+C Saatchi, Steve has chosen to resign from his role as Group Chief Creative Officer to follow other opportunities. The business thanks him for his significant contribution during his time at M+C Saatchi, and wishes him every success in the future.
Steve Coll added, “I arrived at M+C after 4 years at Meta, with a brief to help the agency transition into a new era. I am proud to have brought in a wonderful mix of senior creatives and brilliant young talent into a newly restructured and integrated team. I’ve also elevated talented folk within the agency, including appointing Emma Robbins to CCO. This team has produced so much good work. Seeing the Woolworths Olympics campaign receive multiple nominations for Campaign of the Year, and be awarded TikTok’s Campaign of the Year, was a first for the brand and a particular highlight. Now, with the agency increasingly set up to produce more integrated and culturally powerful work, it felt like a good time to move onto a fresh
challenge. I’m excited for the next chapter of what’s been a fun and rewarding career. And I wish Dani and the entire M+C team the very best.”
Prior to joining M+C, Emma spent four years as Managing Partner, Creative Director at behaviour change specialist The Shannon Company, and over a decade as Creative Director at Clemenger BBDO.
Emma has judged internationally at One Show, Clio, New York Festivals and Cannes, mentors through the 2025 Creative LIAsion and M+C Open House programs, and last year was named B&T’s Creative Woman of the Year.
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