Emma Robbins is set to helm M+C Saatchi Group’s Australian and New Zealand operations as Steve Coll is set to depart the agency after two years.
Robbins was appointed as the chief creative officer in Melbourne in August this year. She won the Creative Award at B&T’s Media Awards in 2024, to boot.
Robbins joins a select but impressive group of female CCOs in Australia, including Barbara Humphries (Droga5), Mandie van der Merwe (Saatchi & Saatchi) and Tara McKenty (AKQA).
Prior to joining M+C, 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, 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.
“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.”
Senior leadership informed staff of Coll’s departure on Thursday afternoon, B&T understands.
Coll joined the Group in November 2023 as group chief creative officer AUNZ, bringing a strong agency pedigree and the promise of bolstering the independent network’s creative offering.
“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”.
The news comes just a few months after the agency began an overhaul of its Aussie and APAC leadership, with Bassil taking the reins of the ANZ Group business and Justin Graham leaving his APAC leadership position after 12 years with the agency.
M+C Saatchi’s former ANZ CEO Michael McEwan departed for Droga5 last year, too, though the announcement only made its way to the trade press in May.
M+C Saatchi is in a position of flux and is adapting its business model to meet the needs of a changing market and client demands, Graham told B&T earlier this year.
Currently, it is in the process of ironing out its new structure and approach, which it believes will deliver significant benefits to clients.
