Droga5 hires Emma Robbins as Melbourne creative push gathers pace

The former M+C Saatchi creative leader joins Droga5 ANZ as executive creative director, strengthening the agency’s Melbourne bench under Accenture Song.

Droga5 ANZ has appointed Emma Robbins as executive creative director in Melbourne, adding another senior creative leader to its bench as the agency builds out its local presence under Accenture Song.

Robbins joins from M+C Saatchi, where she spent eight years, and will start at Droga5 in July 2026.

The appointment gives Droga5 a high-profile creative lead in Melbourne as the agency works to sharpen its creative offer across the ANZ market and the wider Accenture Song network.

Robbins brings more than 30 years’ experience across healthcare, automotive, government, finance and sport, with work recognised at Cannes Lions, D&AD, The One Show and the Effie Awards. She was named winner of the creative category at B&T’s Women in Media Awards in 2024.

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At Droga5, Robbins will work with Michael McEwan, who leads the agency in Melbourne, and ANZ co-chief creative officers Damon Stapleton and Barbara Humphries.

“Melbourne is an incredibly important market for us – creatively, culturally and commercially. Emma is exactly the kind of leader we want helping shape what comes next: someone with exceptional creative standards, strong leadership instincts and a deep belief in the power of creativity to drive impact,” said Humphries.

Stapleton said the appointment also supports Droga5’s model of connecting creative talent across markets, rather than treating offices as separate silos.

“What makes Droga5 different is our borderless approach to creativity. We bring the best people to our clients’ problems, regardless of where they sit, connecting talent across markets in service of our clients’ businesses,” Stapleton said.

“Emma’s appointment strengthens that model and reinforces our commitment to building something special in Melbourne.”

Robbins’ move also creates a leadership shift at M+C Saatchi AUNZ, where CEO Dani Bassil said she leaves a strong legacy.

“After eight remarkable years, Emma leaves an incredible legacy at M+C Saatchi AUNZ. We'll miss her wit, style, and most of all her compassion. We’re hugely grateful for everything Emma has given and wish her nothing but continued success in what comes next,” Bassil said.

Bassil said Jeremy Hogg, ECD at M+C Saatchi, will lead the creative team and work with Bassil and the leadership team on the agency’s creative direction.

“We are in excellent hands,” Bassil said.

Robbins is also a mentor through The Aunties Program, a lecturer through AWARD School and a board director at Australian research charity Maddie Riewoldt’s Vision.

“At Droga5, creativity sits right at the intersection of tech, data, and experience, like the centre point where all the different forces that make great work actually converge,” said Robbins.

“It's that passion for culturally sharp, relevant and super effective work that I'm excited to help build with the team.”

The hire comes as Droga5 ANZ continues to position creativity as part of Accenture Song’s broader end-to-end marketing offer, spanning creative, media, customer experience, data and technology.

Droga5 ANZ is led by CEO Matt Michael, with Stapleton and Humphries leading the creative function across ANZ.