# Bastion

> Bastion is an Australian-founded independent marketing and communications group that combines advertising, public relations, research, digital product work, media, social and live experiences. Founded in Melbourne in 2009 by brothers Fergus and Jack Watts, it has grown largely by acquiring specialist firms, retaining their expertise and selling clients a connected alternative to global holding-company networks. Its 2026 merger with Nashville agency BUNTIN created a 400-plus-person network spanning the United States, Australia and New Zealand.

- **Founded:** 2009
- **Headquarters:** Melbourne, Australia
- **Founders:** Fergus Watts (Founder and Non-Executive Chairman), Jack Watts (Co-founder and Executive Director)
- **Products:** Advertising and creative, Communications and reputation, Insights and research, Experience, Digital customer and technology experience
- **Notable:** Grew from a Melbourne startup founded during the global financial crisis to a 400-plus-person network across three countries by 2026., Built a multi-disciplinary offering through acquisitions including Undertow Media, Latitude Insights, db5, Shine, AnalogFolk Australia, Catch Design and Daymark., The 2026 Farmers Union Morning Rave hosted more than 1,900 guests and reported 2.6 million people reached across earned, paid and social channels.

## Products & services

- **Advertising and creative** — Brand strategy, creative development, design, campaigns, content and film production.
- **Communications and reputation** — Public relations, corporate affairs, public affairs, crisis and change communication, social and influencer work.
- **Insights and research** — Consumer, community, government and cross-cultural research, analytics and panel management.
- **Experience** — Experiential campaigns, sponsorships, partnerships, events, merchandise and live production.
- **Digital customer and technology experience** — Customer experience, digital transformation, web and app development, CRM, ecommerce and marketing technology.
- **Bastion Vantage** — An always-on digital intelligence service combining AI analysis of online conversation with senior researcher judgement.

## Achievements

- Grew from a Melbourne startup founded during the global financial crisis to a 400-plus-person network across three countries by 2026.
- Built a multi-disciplinary offering through acquisitions including Undertow Media, Latitude Insights, db5, Shine, AnalogFolk Australia, Catch Design and Daymark.
- The 2026 Farmers Union Morning Rave hosted more than 1,900 guests and reported 2.6 million people reached across earned, paid and social channels.
- A 2026 UNIQLO winter activation distributed 2,400 HEATTECH samples across Melbourne and Adelaide.
- A six-week SkyBus campaign in 2018 reached more than 2 million people during a major public transport debate.
- Merged the US operation with BUNTIN in 2026 to create BastionBUNTIN and add Nashville to its American footprint.

## Latest updates

- **2026-09** — Won bp Australia and New Zealand's social media account after a competitive review, covering strategy, content, creators, community management and social listening.
- **2026-08** — Bastion USA merged with Nashville-based BUNTIN; the US business now operates as BastionBUNTIN within the wider Bastion Group.
- **2026-07** — Launched Bastion Vantage, an AI-assisted digital intelligence offering combining online conversation analysis with human research judgement.
- **2025-07** — Cheuk Chiang became Group CEO while Jack Watts moved to Executive Director to focus on strategic growth.
- **2025-05** — Acquired corporate affairs advisory firm Daymark, adding senior reputation, public affairs and crisis expertise.

## Links

- Website: https://bastionagency.com
- LinkedIn: https://www.linkedin.com/company/bastion-agency/

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Profile page: https://yespress.io/bastion
Published by YesPress — https://yespress.io
Last updated: 2026-09-24