In a decisive leadership move that signals where the agency wants to play next, M+C Saatchi Group ANZ has elevated celebrated creative leader Emma Robbins to Group Chief Creative Officer, following the resignation of Steve Coll. The decision places one of the region’s most respected creative forces at the helm of the agency’s creative future — and cements a direction rooted firmly in culture, purpose, and disruption.
Robbins, who only three months ago took on the role of CCO Melbourne, is no stranger to driving nationally resonant work. Over seven years as Executive Creative Director, she led some of M+C Saatchi’s most culturally charged campaigns — from Commonwealth Bank’s “Doubt Never Did” to Minderoo Foundation’s Plastic Forecast, the provocative anti-vaping youth platform “We Are The Warning,” and high-impact work for Lifeblood and ART Super. In doing so, she has become a trusted bridge between brand problem-solving and cultural intelligence — the very territory the agency now wants to own.
Now promoted to Group CCO, Robbins is tasked with sharpening M+C Saatchi’s creative edge across Australia and New Zealand, leaning into the group’s declared focus on “Cultural Power” — its belief that modern brands win not by messaging but by inserting themselves meaningfully into the cultural bloodstream. She will report directly to Group CEO Dani Bassil, forming what the agency sees as the leadership pairing that will push its next era of transformation.
“The industry is shapeshifting in every which way, which is what makes this such an exciting time to step into the role,” Robbins said. “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.”
Bassil was unequivocal in her endorsement — and in the signal this sends about M+C Saatchi’s creative philosophy.
“Emma is one of a kind,” she 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.”
The move comes as Steve Coll exits after two years as Group CCO, during which he helped restructure the agency’s creative ecosystem for a more integrated, culture-forward era. Coll — who joined after four years at Meta — exits on a high, with the Woolworths Olympics campaign recently named TikTok’s Campaign of the Year and shortlisted multiple times for Campaign of the Year across industry forums.
“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. “Seeing the Woolworths Olympics campaign receive multiple nominations… was 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.”
Robbins’ elevation is also being read as a reinforcement of Australia’s growing sway in the global creative-market narrative — one in which ideas born from cultural acuity are outperforming those built on scale alone. Her track record extends beyond executional excellence; she judges globally at One Show, Clio, Cannes and New York Festivals, mentors emerging talent, and was named B&T’s Creative Woman of the Year in 2024.
The promotion also sends a message — not just internally, but to the wider industry. M+C Saatchi is no longer just defending its legacy positioning. It is actively architecting the next one.
About M+C Saatchi Group:
M+C Saatchi Group is a global creative solutions company that connects specialist expertise, fuelled by data and technology, to help build famous brands, tackle the most complex business and societal challenges, and create and curate cultural power for its clients.
The group operates across five core specialisms: Advertising, Consulting, Issues (Global and Social), Passions & PR, and Media. Headquartered in London, operations span 22 countries with major hubs in the UK, U.S., Europe, APAC, Middle East and South Africa.
