Australia – M&C Saatchi Group has promoted Emma Robbins to the newly created position of chief creative officer (CCO) in Melbourne, marking a key move in the agency’s push to strengthen its national leadership and reinforce its creative presence in the region.
Robbins, who previously served as the agency’s national executive creative director, brings 25 years of experience in the industry to the role. She will continue to contribute to M&C Saatchi ANZ’s national creative leadership, while spearheading Melbourne’s role in what the agency describes as a new creative era amid a fast-evolving industry landscape.
The appointment aligns with M&C Saatchi’s broader strategic efforts to enhance its Melbourne operations. Last month, the agency also brought on board Louise Rutherford as client partner. Both hires are seen as central to the agency’s growth ambitions in the market.
“As part of developing our Cultural Power proposition, we have been integrating talented creatives and specialist thinkers all across our Group. This promotion for Emma is an important part of that. It’s a well-deserved recognition of her incredible talent and exceptional creative leadership,” said Steve Coll, M&C Saatchi Group’s chief creative officer.
“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,” he added.
Robbins has been instrumental in driving award-winning campaigns for major clients such as Commonwealth Bank and Lifeblood. Her recent work includes the acclaimed ‘Doubt Never Did’ brand campaign, anti-vaping campaign ‘We Are The Warning’, as well as initiatives for CommBank Travel Booking and The Plastic Forecast.
“Being appointed CCO at a time of significant change across the industry feels both exciting and meaningful. The landscape is evolving fast – new expectations, new pressure – and I see this as a real opportunity for creativity to step forward and lead,” Robbins said.
“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.”
Incoming M&C Saatchi Group ANZ CEO Dani Bassil, who begins her role in August, has also identified Melbourne as a key focus for the agency’s growth.
Before joining M&C Saatchi, Robbins held leadership roles at The Shannon Company as managing partner and creative director, and earlier at Clemenger BBDO, where she worked for over a decade.
