Emma Robbins Steps Up as Steve Coll Exits M+C Saatchi

Steve Coll has left M+C Saatchi Group as AUNZ chief creative officer, almost exactly two years since he was hired in the role, LBB can reveal. Emma Robbins, who was promoted to Melbourne CCO in July, will step up as his successor.

Emma will be charged with creating work that is "distinctive and disruptive," the agency said, while AUNZ CEO Dani Bassil called her "one of a kind".

"I've been blown away by just how incredible and talented she is," Dani, who began in the role at the start of August, said.

"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."

Emma added, “The industry is shapeshifting in every which way, which is what makes this such an exciting time to step into the role. 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."

Former APAC CEO Justin Graham hired Steve in October 2023 to replace Cam Blackley, who left M+C with CSO Emily Taylor to set up indie Bureau of Everything. Justin recently stepped down from the role, and Dani, Clemenger BBDO's CEO, became CEO of M+C Saatchi Group AUNZ.

Steve said "it felt like a good time to move on to a fresh challenge" given the agency is set up to "produce more integrated and culturally powerful work."

 "I arrived at M+C after four years at Meta, with a brief to help the agency transition into a new era," he said.

"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. Seeing the Woolworths Olympics campaign receive multiple nominations for Campaign of the Year, and be awarded TikTok’s Campaign of the Year, was a first for the brand and a particular highlight.

"Now, with the agency increasingly set up to produce more integrated and culturally powerful work, it felt like a good time to move on to a fresh challenge. I’m excited for the next chapter of what’s been a fun and rewarding career. And I wish Dani and the entire M+C team the very best."

In April, Steve told LBB he was focused on helping CMOs convert longing into belonging, as part of the agency's Cultural Power proposition. He had spent the previous months redesigning his teams, and ensuring his creative department understands the power and shape of a PR, digital, or activation-based idea.

"My ask of everybody is one great idea that moves the needle for our clients every year. And I expect 10 to get to that. I'm ambitious. I'm ambitious for our clients. I'm ambitious for our people," Steve said at the time.

Those people include a string of hires revealed by LBB, including head of delivery Adrian Jung, and seven creative hires including five CDs.

Emma, meanwhile, told LBB following her promotion to the Melbourne CCO role she wants to make work that's a talking point both nationally and globally, and can "feel the pitch machine rumbling under us with some big new business opportunities coming."

She has been with the business for seven years, and been instrumental in work such as Commonwealth Bank’s recent ‘Doubt Never Did’, the Minderoo Foundation’s 'Plastic Forecast', and anti-vaping platform ‘We Are The Warning’. Before joining M+C, Emma spent four years at The Shannon Company and over a decade at Clemenger BBDO.

Recently-appointed CEO Dani is on a mission to revitalise the agency, which lost Tourism Australia last year and Optus this year (both went to Accenture Song's Droga5). Woolworths also moved the Big W and Everyday Rewards accounts to 72andSunny and TBWA Sydney, respectively, earlier this year. M+C Saatchi's bespoke Woolworths model, Greenhouse Collective, remains the lead creative partner for the business across AUNZ.

Dani has moved quickly to make multiple senior appointments, including former Clemenger colleagues Anita Zanesco, who joined in August as chief marketing officer, and Rhian Mason. LBB revealed Rhian became managing partner across M+C's Passions and PR division last month.

Globally, Rob Doubal and Laurence ‘Lolly’ Thomson became co-CCOs a year ago.