M+C Saatchi Group ANZ has announced the promotion of Emma Robbins to Group Chief Creative Officer (CCO), following the resignation of Steve Coll, who is stepping down after two years with the agency. Robbins, who has been a key part of the agency for over seven years, now takes the helm of the group’s creative leadership, marking a new chapter for M+C Saatchi in the ANZ region.
For the past three months, Robbins served as CCO, Melbourne, where she played a pivotal role in shaping the national creative direction of the agency. Prior to that, she spent seven years as Executive Creative Director (ECD), leading a number of multi-award-winning campaigns, including Commonwealth Bank’s “Doubt Never Did”, the Minderoo Foundation’s Plastic Forecast, anti-vaping platform We Are The Warning, Lifeblood, and ART Super. Her impressive portfolio reflects both her strategic insight and creative excellence.
In her new role, Robbins will oversee the agency’s creative output across the network, focusing on the Cultural Power proposition and developing a bold and distinctive creative vision for the agency’s future. She will work closely with the Executive Leadership Team (ELT) to deliver creative work that is disruptive, culturally relevant, and impactful for clients. Robbins will report directly to M+C Saatchi Group ANZ CEO, Dani Bassil.
Speaking about her appointment, Robbins said, “The industry is constantly evolving, which makes this an exciting time to step into this role. There are challenges and opportunities everywhere, and our team is fully prepared to meet them head-on. We have the leadership, talent, and energy to create work that is culturally powerful, meaningful, and creatively ambitious.”
Dani Bassil praised Robbins’ appointment, stating, “Emma is one of a kind. Her talent and creativity are extraordinary. She is admired by both the creative community and our clients. I cannot think of anyone better to lead this agency into the future, and I’m thrilled that she has agreed to take on this role. I also want to thank Steve Coll for his contributions and wish him well in his future endeavors.”
Steve Coll, who joined M+C Saatchi after four years at Meta, reflected on his tenure, saying, “I am proud to have helped restructure and integrate the team, bringing together senior creatives and talented young professionals. Elevating Emma Robbins to CCO was a highlight, and this team has produced remarkable work, including the Woolworths Olympics campaign, which earned multiple nominations for Campaign of the Year and TikTok’s Campaign of the Year award. Now, with the agency well-positioned for more integrated and culturally powerful work, it felt like the right time to pursue a new challenge.”
Prior to joining M+C Saatchi, Robbins 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. She 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 was named B&T’s Creative Woman of the Year last year.
Robbins’ promotion signifies M+C Saatchi ANZ’s commitment to creative excellence, cultural relevance, and leadership continuity, positioning the agency for continued growth and innovation in the Asia Pacific region.
