Emma Robbins

Emma Robbins

City / Country:
Recently freed Melbourne. Australia

Current Role:
Executive Creative Director

1. What was your first Youngbloods event?
I first judged a Youngbloods award show, maybe 13 years ago. I remember feeling super impressed with the thinking, and a little bit scared.

2. How did you get involved with creative industries and how did you find this experience?
I’m the classic “did advertising as work experience in Year 10” story, and never wanted to do anything else. I felt the magnetic allure of the advertising world and it demanding me to be creative every day of my life as soon as I walked in. And I never really walked out.

3. What does a day in the life look like for you? Can you take us through a recent workday?
I start up my screen, meet with the agency leaders on screen, have a chat with the creatives on screen, review work on screen, present to clients on screen, tell multiple people they’re on mute, read emails on screen, book more screen meetings on screen, screen some calls, do WIP’s on screen, review edits on screen, pitch on screen, shut down that screen then go relax with some much needed screen.

4. What do you think are some of the best habits or routines that you’ve developed over the years to help you achieve success in your life?
I’ve always stayed afraid. Of being average, of being fired, of being off-brief, of being beaten by another creative team/agency/idea. It’s exhausting, but I guess it’s also kept me trying. Habitually I am on time. I get up early to work on stuff that’s bugging me. I write lists. I do my timesheets. I write shit down in the middle of the night. Freaky Virgo stuff.

5. Are there any books & or podcasts that have helped you improve over the years? (They don’t need to about creative industries)
Because you can’t get away with much in advertising, ever, I love low-down-dirty-unsolved -crimes -about people-got-away-with-shit podcasts.

6. What is the number one thing you do to make sure you get the most out of your day?
Remember how lucky I am to have a job where every day is completely different and completely unpredictable.

7. What inspired you to do what you are doing now?
My English and Drama teachers. They nurtured my love and skill of making things up, and here I am.

8. Who is your biggest inspiration and why?
My kids. When everything’s gone wrong, and we’ve lost a pitch, or not got the idea we wanted up – they are the most amazingly uncomplicated and crazy two minds who don’t care about ads and don’t care if I won or lost.
But they are also quite possibly the toughest clients ever.

9. Why should you get involved in Youngbloods?
Because you should hang out with inspired, creative, hungry people as much as you can. It naturally makes you more inspired, creative and hungry.

10. You have the attention of over 1000 millennials.
What is the one advice you would give them when you reflect on your own journey?
Don’t be a dick.
Seriously, just don’t be.
Try hard. All the time. Listen. Learn. Adapt. Be resilient. Be humble. Be kind. Be collaborative. Be hungry. Be restless.
I know that’s a lot of things to “be”.
Shorthand – don’t be a dick.