M+C Saatchi Group has promoted National Executive Creative Director Emma Robbins to the newly created role of Chief Creative Officer, Melbourne.
Robbins will continue contributing to national creative leadership for key clients across M+C ANZ while leading Melbourne’s creative direction. Group CCO Steve Coll will continue to guide the network’s global Cultural Power proposition.
The appointment is part of the Group’s strategy to expand its Melbourne capabilities, following the recent addition of Louise Rutherford as Client Partner.
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.
“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.”
The commitment to strengthening operations is shared by incoming M+C Saatchi Group ANZ CEO Dani Bassil, who has earmarked growing Melbourne as a focus when she takes up her role in August.
Robbins has been with M+C for seven years, including the past three as National ECD. She has led campaigns for Commonwealth Bank, Lifeblood, and recent work such as Doubt Never Did, anti-vaping campaign We Are The Warning, CommBank Travel Booking, and The Plastic Forecast.
Robbins welcomed the opportunity to play a key part in the national creative leadership of M+C ANZ during a transformative period for the industry, Robbins said: “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.”
“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.”
Before joining M+C, Robbins was Managing Partner and Creative Director at The Shannon Company and spent over a decade as Creative Director at Clemenger BBDO.
Top image: Emma Robbins