M+C Saatchi Group ANZ elevates Emma Robbins to Group Chief Creative Officer

M+C Saatchi Group ANZ has promoted Emma Robbins to Group Chief Creative Officer, succeeding Steve Coll, who has stepped down after nearly two years with the agency to explore new opportunities.

Over the past three months, Emma Robbins has served as Chief Creative Officer for M+C Saatchi Melbourne, where she has been instrumental in shaping the agency’s national creative direction. Before that, she spent seven years as Executive Creative Director, leading multiple award-winning campaigns such as Commonwealth Bank’s ‘Doubt Never Did’, Minderoo Foundation’s Plastic Forecast, the anti-vaping initiative ‘We Are The Warning’, as well as work for Lifeblood and ART Super.

In her expanded role, Emma will oversee the group’s overall creative output, further driving M+C Saatchi’s Cultural Power proposition. She will be responsible for shaping the agency’s creative vision for the future and collaborating closely with the Executive Leadership Team to deliver bold, distinctive, and disruptive work across the network.

“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.

Emma will report to CEO Dani Bassil.

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.”

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."

Before joining M+C Saatchi, Emma spent four years as Managing Partner and Creative Director at behaviour change agency The Shannon Company, and over a decade as Creative Director at Clemenger BBDO, where she led several award-winning campaigns across major brands.

Emma has served as a judge at prestigious global award shows, including The One Show, Clio Awards, New York Festivals, and Cannes Lions. She also mentors emerging talent through the 2025 Creative LIAison and M+C Open House programs. In recognition of her leadership and creative excellence, she was named B&T’s Creative Woman of the Year in 2024.