M+C Saatchi ANZ has appointed Emma Robbins group chief creative officer, as Steve Coll steps down after two years.
Robbins has spent the past three months as CCO, Melbourne. Prior to that, she spent seven years as ECD.
“The industry is shapeshifting in every which way, which is what makes this such an exciting time to step into the role,” said Robbins.
“There are challenges and opportunities everywhere, and we're all totally up for it. We've got the leadership, talent, and energy to meet team head-on and keep creating work for our clients that’s powerful in culture and full of meaning and creativity.”
She has led campaigns including Commonwealth Bank’s ‘Doubt Never Did’, the Minderoo Foundation’s Plastic Forecast, and anti-vaping platform ‘We Are The Warning’, Lifeblood, and ART Super.
Robbins 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.
She will report to CEO Dani Bassil.
“Emma is one of a kind. I've been blown away by just how incredible and talented she is,” Bassil said.
“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.”
Prior to joining M+C, Emma spent four years as managing partner, creative director at behaviour change specialist The Shannon Company, and more than 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.
Steve Coll has chosen to resign from his role as group chief creative officer to follow other opportunities.
"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,” Coll said.
“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."
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