Expansion plans unveiled for Bastion Shine

Local agency Bastion Shine has redesigned its business model with the launch of four specialist business units across a wide range of communications disciplines with new senior hires. 

Nine months on from being majority acquired by Bastion, Australasia’s largest independent agency group, Bastion Shine has invested significantly in New Zealand to continue building its new agency and consultancy model.

In line with the Bastion philosophy of ‘Think Wide’, Bastion Shine is expanding its offering with specialty business units to include Bastion Creative, Bastion Digital, Bastion Amplify and Bastion Transform.

The consultancies will operate under the leadership of Bastion Shine CEO, Simon Curran, each with their own specialist teams as part of the now 70-person strong Bastion Shine offering in New Zealand and more than 300 staff of Bastion globally.  

Bastion Creative will be led by new Managing Director Toby Sellers, who has joined the group after more than a decade with FCB. 

“Bastion Shine is an agency I’ve admired for a long time, especially for its ability to build

strong, long-term business partnerships with leading New Zealand brands. We’ve been purposeful about taking a unique approach, leading to our success over a short amount of time, as well as an enviable roster of clients,” says Sellers.

“The Bastion partnership has provided the ability for the agency to broaden its existing offering and really start to scale. And that’s exciting.”

Bastion Creative will continue to deliver the strategic and creative solutions that Bastion Shine has become known for, to create meaningful growth for its clients.

Bastion Digital will be led by Managing Director Andy Schick, formerly Chief Digital Officer at Bastion Shine. 

Bastion Amplify is a new offering for Bastion Shine, an integrated communications agency specialising in PR, media relations, influencer marketing, content and social media with more than 70 staff in Melbourne, Sydney, Los Angeles and now Auckland. It will be led by new hire Joanna James, a senior consultant with nearly 20 years of agency and in-house communications experience.

Bastion Transform will be led by General Manager Andy McLeish, also Chief Strategy Officer at Bastion Shine. Transform’s senior expertise will offer powerful strategic advice across a range of disciplines, from commercial strategy, corporate blueprint and road mapping, innovation consulting, through to high end executive coaching. 

The Bastion Shine leadership team also includes Chief Creative Officer Rich Maddocks, General Manager Annabelle Pitkin, Chief Financial Officer Melissa Hill and CEO Simon Curran.

“Our ambition is to build a new model in New Zealand. One where clients have access to a wide array of consulting and communications services, each delivered with deep expertise and a truly integrated client experience,” Curran adds.

“As a result, we have invested significantly to increase our depth and focus in the core areas our clients are looking for. We now have absolute market-leading expertise in each of our business units. But it’s our integration of those services that really sets us apart. 

“This is just the start. We believe we can change the shape of our industry in New Zealand, building a place where our clients can access wide thinking combined with deep expertise.” 

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