CB Spotlight on Emma Robbins, national ECD, M&C Saatchi: “Be humble. Be present. Be curious.”

With a career spanning over 25 years in advertising and a driving force behind M&C Saatchi’s transformation to an interoperable business between Melbourne and Sydney, national ECD Emma Robbins sits down with CB for a brief chat…

What drove you to a career in advertising?

An innate ability to make shit up to get out of trouble.

You started at Clemenger, was it intimidating starting off at such a hot agency?

Absolutely. Everyone was a living breathing award book entry. Everyone was a heavy hitter. I landed with my mid-weight Tassie bat.

You’ve acknowledged that fear is a force for creativity, can you expand a little bit on that?

Fear has always been a massive driver for me. Fear of failing. Of being average. Of someone working harder to achieve more.

I blame my dad. In a good way. I worked in his pharmacy from when I was 12. His mantra was, “If I find you standing still, I’ll find you something to do.” I still pull the stock forward on the shelves at every pharmacy I’m in. And standing still in advertising makes me incredibly nervous.

What barriers do you have, to achieve the kind of work you want to be doing?

Briefs that say too much. Meetings that take too long. Hierarchy that is too hierarchical. Time.Time & Time.

It’s been two years since you were promoted to national ECD at M&C Saatchi. What have been some of your highlights since assuming the role?

Seeing the silos come down and the group roll as one is magical. We’re better for it.

Seeing incredibly passionate and relentless minds create The Plastic Forecast and Uncloud campaigns, and important change in the world.

The consequential change to our award cabinet.

You’re a big believer in the power of mentorship, how do you think the industry can better support young creatives?

By remembering what it was like, and how much it meant to get 30 minutes with a CD. It was life-changing.

Make it a regular thing for hungry talent, and it can change your life for the better too.

What advice would you give to young creatives?

Listen. Ask questions. Ask for more work. Ask for feedback. Respond to the feedback you asked for.

Don’t stand still. Don’t be late. Don’t be negative. Be humble. Be present. Be curious.

Be a threat to other creatives who aren’t being all the things you’re being.

Anything on the horizon we should know about?

Always.