Sydney, 28th October 2025 – M&C Saatchi Group ANZ has announced the promotion of Emma Robbins to Group Chief Creative Officer (CCO), following the departure of Steve Coll, who is stepping down after two years with the agency.
With an impressive creative career spanning over two decades, Robbins has been instrumental in shaping the creative direction of M&C Saatchi Melbourne. Over the past three months, she has served as CCO Melbourne, playing a pivotal role in the agency’s national creative leadership. Prior to that, Robbins spent seven years as Executive Creative Director, delivering some of the agency’s most acclaimed and award-winning campaigns.
Her creative portfolio includes Commonwealth Bank’s “Doubt Never Did,” Minderoo Foundation’s “Plastic Forecast,” the anti-vaping initiative “We Are The Warning,” as well as impactful campaigns for Lifeblood and ART Super.
In her new role as Group CCO, Robbins will be responsible for developing M&C Saatchi Group’s creative vision and leading disruptive, culturally resonant work across the Australian and New Zealand markets.
“The industry is shapeshifting in every which way, which is what makes this such an exciting time to step into the role,” said Robbins. “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.”
Prior to joining M&C Saatchi, Robbins spent four years as Managing Partner and Creative Director at The Shannon Company, specialising in behaviour change communications, and more than a decade as Creative Director at Clemenger BBDO.
Dani Bassil, CEO of M&C Saatchi Group ANZ, praised Robbins’ appointment, stating:
“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.”
The announcement follows Steve Coll’s resignation after nearly two years as Group Chief Creative Officer. Coll joined M&C Saatchi after four years at Meta, contributing to the agency’s transformation by integrating new creative structures, nurturing diverse talent, and elevating emerging leaders.
“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. I’ve also elevated talented folk within the agency, including appointing Emma Robbins to CCO. This team has produced so much good work.”
M&C Saatchi Group ANZ continues to build on its creative momentum under a strong leadership team committed to shaping meaningful, culture-led ideas that drive business growth and creative excellence.
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