2025
Virtual Coaches

Emma Robbins is the National Executive Creative Director at M&C Saatchi Melbourne, where after 30 years experience in Australian advertising, she’s helping to build a National creative agency to help serve clients wanting to create great work with a positive impact on the people and communities they serve. 
 

Emma has built a career that is extremely rare in this industry. It’s a career that has stared down discrimination, forged in the furnace of adversity, and thrived on the combination of talent, tenacity, kindness and the lifting up of others.
 

Emma’s leadership, talent and humanity has shone through in a male dominated industry. Having leadership responsibility thrust upon her as Clemenger BBDO’s first ever female Executive Creative Director at the age of 32. 
 

Having had a significant experience in behaviour change programs working with State and Commonwealth Government – Family Violence, Respect Women to name a few, Emma is highly motivated to make ‘meaningful work’ a backbone of her current creative agency.
 

Caring about people and our community, Emma led the creative pitch for the Victorian Government COVID-19 Communications response, working directly with The Department of Premier and Cabinet, Multiple Government Ministers and the Premier’s Private Office. Creating the platform ‘Staying Apart Keeps Us Together’ with bespoke communications programs for diverse (CALD) audiences and Aboriginal and Torres Strait Islander members of our community.

Emma leads new business, has enormous experience in guiding communications for large corporations and public sector programs, and has a passion for creating behaviour change programs that support people, whilst building a culture of people who care and have a big heart.

Emma is a mentor to young women in advertising through The Aunties Program, a lecturer and tutor of up and coming creative talent through AWARD School - Australia's premier course for aspiring creatives, she been invited to judge at numerous local, national and International advertising award shows. She has been named Melbourne Advertising’s Creative Leader of the Year, its a regular advertising public speaker locally and Nationally. 
 

She’a married to an artist, is a parent to two children, and loves Victoria’s biggest and smallest galleries and events, is a mad Tiges fan, a lover of eating out, design, theatre, live music, traveling and family. 
 

WORK HISTORY:
 

1997-2000
Clemenger Melbourne

Writer 1997-2000
 

2000-2004
Clemenger Melbourne
Creative Director
Board Director
 

2004-2006
Clemenger Melbourne
Executive Creative Director
Board Director
 

2006-2011
Clemenger Melbourne
Group Creative Director
Board Director
 

2011-2017 
Creative Director
The Charles Grenfell Group 

2017-2018
Creative Managing Partner
The Shannon Company 

June 2018 – Present
National Executive Creative Director
M&C Saatchi Melbourne

Led campaigns for: 

Victorian Government Covid Response 
Respect Victoria
Industry Super Funds 
WorkSafe Victoria 
Department of Health Victoria 
Department of Transport Victoria 
Department of Social Services - Federal Government 
Australian Centre Contemporary Art 
RACV 
Transport Accident Commission Victoria
Tourism Tasmania 
Australian Childhood Foundation
Origin Energy 
World Vision Australia 
Minderoo Foundation 
BUPA Health Insurance
Libra 
Yellow Pages
Jeep
Sorbent
Mercedes Benz
Crown Casino
NAB Auskick
Dulux Australia
Save The Children
AustralianSuper
Lexus Australia
Cricket Australia
PUMA
 

Judged:

Cannes Advertising Festival - Television Jury 
Clio Awards - Advertising Jury 
AWARD Australia - Advertising 
New York Festivals - Advertising 
AdFest Asia - Advertising 
Perth Advertising and Design Awards  - Advertising 
Adelaide Advertising and Design Awards - Advertising 
Brisbane Advertising and Design Awards - Advertising 
Melbourne Advertising and Design Awards - President 2004 
Demon Awards Tasmania - Chair of Judges - Advertising  
Sirens Council 
Young Guns - Advertising
Gerety Awards - Advertising 
One Show ADC New York - Advertising 
One Show Asia - Advertising 

Guest Speaker:

Caxton Awards
AWARD School lecturer and tutor
AWARD Leadership Course Chair 
Young Bloods 
RMIT Advertising Lecturer 
Australian Financial Review Marketing Conference
Loreal Fashion Week Marketing Seminar
Singapore National Commercial Radio Festival
 

Awards:
2024:

B&T 2024 Creative Women of the Year

D&AD - PR - Public Relations - Minderoo Foundation - Plastics Forecast - Yellow Pencil
D&AD - Digital & Social - Use of Data - Minderoo Foundation - Plastics Forecast - Wood Pencil
D&AD - Digital Design - Data Visualisation - Minderoo Foundation - Plastics Forecast - Shortlist
D&AD - Impact - Campaign Communications - Minderoo Foundation - Vape - Shortlist
Cannes Lions - PR - Research, Data & Analytics - Minderoo Foundation - Silver Lion
Cannes Lions - Digital Craft - Real-Time Contextual Content - Minderoo Foundation - The Plastic Forecast - Shortlist 
Cannes Lions - Digital Craft - Real-Time Usage & Targeting - Minderoo Foundation - The Plastic Forecast - Shortlist
Cannes Lions - Direct - Use of Real-Time Data - Minderoo Foundation - The Plastic Forecast - Shortlist
Cannes Lions - PR - Not-for-Profit / Charity / Government - Minderoo Foundation - The Plastic Forecast - Shortlist
Cannes Lions - PR - Real-Time Response - Minderoo Foundation - The Plastic Forecast - Shortlist
Cannes Lions - Health & Wellness - Non Profit/ Foundation led - Minderoo Foundation - The Plastic Forecast - Shortlist 
One Show - Green Pencil – Minderoo Foundation - The Plastic Forecast - Green Pencil
One Show - Creative Use of Data - Data Visualisation – Minderoo Foundation - The Plastic Forecast - Silver
One Show - Creative Use of Data - Real-Time Data – Minderoo Foundation - The Plastic Forecast - Bronze
One Show - Creative Effectiveness - Non-Profit Charity – Minderoo Foundation - The Plastic Forecast - Finalist 
One Show - Integrated / Omnichannel - Campaigns for Good – Minderoo Foundation - The Plastic Forecast - Finalist 
One Show - Interactive & Mobile Craft - Creative Use of Data – Minderoo Foundation - The Plastic Forecast - Finalist 
One Show - Interactive, Online & Mobile - Websites – Minderoo Foundation - The Plastic Forecast - Finalist
One Show - Public Relations for Good – Minderoo Foundation - The Plastic Forecast - Finalist 
One Show - Public Relations for Good - Minderoo Foundation - The Plastic Forecast - Finalist 
Clio Awards - Creative Use of Data - The Minderoo Foundation - The Plastic Forecast - Silver
Clio Awards - Digital/Mobile - The Minderoo Foundation - The Plastic Forecast - Silver
Clio Awards - Public Relations - The Minderoo Foundation - The Plastic Forecast - Bronze
Clio Awards - Media - The Minderoo Foundation - The Plastic Forecast - Bronze
Clio Awards - Creative Use of Data / storytelling - The Minderoo Foundation - The Plastic Forecast - Shortlist
Clio Awards - Innovation / public service - The Minderoo Foundation - The Plastic Forecast - Shortlist
ADC - Advertising Design for Good - Advertising - Series - The Minderoo Foundation - The Plastic Forecast - Bronze
ADC - Design for Good - Interactive - The Minderoo Foundation - The Plastic Forecast - Bronze
ADC - Advertising Art Direction - Digital - The Minderoo Foundation - The Plastic Forecast - Merit
ADC - Advertising Innovation - Direct - The Minderoo Foundation - The Plastic Forecast - Merit
ADC - Data Visualization - The Minderoo Foundation - The Plastic Forecast - Merit
Awards Awards - PR & Promotion - Minderoo Foundation  - Minderoo Foundation - The Plastic Forecast - Gold
Awards Awards - Purpose - Branded Content and Entertainment?Campaign - Minderoo Foundation - The Plastic Forecast - Gold
Awards Awards - Purpose - Digital?Campaign - Minderoo Foundation - The Plastic Forecast - Bronze
Awards Awards - Purpose - Integrated Campaign - Minderoo Foundation - The Plastic Forecast - Bronze
Awards Awards - Health & Wellness - Health Awareness & Social Responsibility - Minderoo Foundation - We Are The Warning - Shortlist 
Awards Awards - Art direction - Art Direction Poster Campaign - Minderoo Foundation - We Are The Warning - Shortlist (pending)
Awards Awards - Digital Craft - Websites - Minderoo Foundation - The Plastic Forecast - Silver or Gold
Awards Awards - Purpose - Innovation - Minderoo Foundation - The Plastic Forecast - Shortlist (pending)
Awards Awards - Purpose - Integrated Campaign - Minderoo Foundation - We Are The Warning - Shortlist (pending)
NY Festivals - Digital & Mobile - Social/Environmental Good: NGO/PSA - Minderoo Foundation - The Plastic Forecast - Silver
NY Festivals - Purpose - Environment/Climate Change & Sustainability - Minderoo Foundation - The Plastic Forecast - Bronze
NY Festivals - Direct - Best Use of Data - Minderoo Foundation - The Plastic Forecast - Finalist
NY Festivals - Activation & Engagement - Social/Environmental Good: NGO/PSA - Minderoo Foundation - The Plastic Forecast - Finalist
NY Festivals - Activation & Engagement - Use of Data - Minderoo Foundation - The Plastic Forecast - Finalist
NY Festivals - Public Relations - Environmental Effort - Minderoo Foundation - The Plastic Forecast - Shortlist 

Emma Robbins
Email: emma.robbins@mcsaatchi.com.au