Emma Robbins.
M+C Saatchi Group has promoted Emma Robbins to chief creative officer, Melbourne, from national executive creative director.
Group CCO Steve Coll will continue to lead the transformation of the M+C Group around the network’s new global Cultural Power proposition.
“As part of developing our Cultural Power proposition, we have been integrating talented creatives and specialist thinkers all across our Group,” Coll said.
“This promotion for Emma is an important part of that. It’s a well-deserved recognition of her incredible talent and exceptional creative leadership.
“Em has had an enormous impact on key clients in her seven year tenure in the agency, particularly in the last few years, where she has led some of the most awarded and effective integrated campaigns in our entire global network.
“This role represents an exciting new chapter in a storied career, and I couldn’t be happier for her.
“Em is a delight to work with, and a relentless champion of both our creative product and our people. I know the entire M+C team will be celebrating this news.”
Louise Rutherford also joined the team as client partner last month.
Robbins spent seven years as M+C’s ECD in Melbourne, the past three as National ECD.
She's led work for Commonwealth Bank and Lifeblood.
Prior to joining M+C, she spent four years as managing partner, creative director at The Shannon Company, and more than a decade as creative director at Clemenger BBDO.
Robbins has judged internationally at One Show, Clio, New York Festivals and Cannes, mentors through the 2025 Creative LIAsion and M+C Open House programs.
“Being appointed CCO at a time of significant change across the industry feels both exciting and meaningful,” Robbins said.
“The landscape is evolving fast - new expectations, new pressure - and I see this as a real opportunity for creativity to step forward and lead.
“It’s also an awesome moment to double down on what makes M+C’s creative culture so strong - how we collaborate, the purpose behind our work, and the clients we make it for.
“We’re incredibly proud of the work we’re creating, and even prouder of the people behind it. I step into this role with real optimism for what’s ahead, and with a commitment to nurturing a creative culture that makes our clients famous, and our people feel seen, energised and ready to do great things.”
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