In a major leadership move for the creative industry, M+C Saatchi Group AUNZ has appointed Emma Robbins as its new Group Chief Creative Officer, entrusting her with steering the agency’s national creative strategy and output across key client portfolios. A widely respected, multi-award-winning creative leader, Robbins has played a pivotal role in shaping some of the region’s most powerful and culturally resonant campaigns, earning her reputation as one of Australia and New Zealand’s top creative voices.
Dani Bassil, CEO of M+C Saatchi Group AUNZ, described Robbins as “one of a kind,” praising her exceptional talent, leadership, and ability to inspire both clients and teams. Bassil added that Emma’s promotion marks a new era for the agency one driven by creativity, inclusivity, and cultural relevance. The move comes as the group strengthens its position as a leading force in modern brand storytelling and integrated communications.
Outgoing Group CCO Steve Coll reflected on his tenure, highlighting the transformation of the agency’s creative structure and talent pool during his leadership. His mentorship, including appointing Robbins to a senior creative role, has laid the foundation for what he calls “a new era of integrated, culturally powerful work.” Coll’s legacy includes notable campaigns like Woolworths’ award-winning Olympics campaign, which became TikTok’s Campaign of the Year a milestone moment for both the brand and the agency.
With Emma Robbins stepping into the creative helm, M+C Saatchi Group AUNZ is set to push boundaries further, delivering ideas that merge creativity with cultural impact. Her leadership promises to shape a future-ready agency one that celebrates innovation, nurtures talent, and continues the legacy of bold, meaningful storytelling.
