MELBOURNE, AUSTRALIA – M+C Saatchi Group has announced a significant step in its leadership evolution with the appointment of Emma Robbins to the newly created role of Chief Creative Officer, Melbourne. This strategic move marks a renewed commitment to bolstering creative firepower in the Victorian capital and shaping a new era of innovation across the agency’s Australian operations.
A widely respected creative force with more than 25 years in the industry, Robbins transitions into the CCO role after serving as National Executive Creative Director. She will continue to contribute to the national creative leadership for key clients while spearheading Melbourne’s creative direction in a time of profound transformation for the advertising and communications landscape.
M+C Saatchi Group CCO, Steve Coll said, “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.”
Robbins has led some of M+C’s most awarded and effective campaigns in recent years, including Lifeblood’s anti-vaping campaign We Are The Warning, the Doubt Never Did brand campaign, and work for CommBank’s travel and environmental platforms. Her tenure has helped shape a body of work that blends purpose with cultural resonance – hallmarks of the agency’s evolving creative ethos.
Her promotion follows a series of strategic moves to deepen Melbourne’s leadership bench. Last month, business leader Louise Rutherford joined as Client Partner, further solidifying the agency’s capabilities in the market. The focus on Melbourne has also been highlighted by incoming M+C Saatchi ANZ CEO Dani Bassil, who has named the city a priority as she assumes the role this August.
“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.
Prior to joining M+C, 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.
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, and last year was named B&T’s Creative Woman of the Year.
