New leadership at Bastion Shine as Toby Sellers steps in

AUCKLAND, Today: Simon Curran is stepping down as CEO of Bastion Shine to pursue a new personal opportunity in the U.S. Toby Sellers has been named the new CEO, effective immediately, and will report to Cheuk Chiang, CEO of Bastion ANZ.

Toby joined Bastion Shine in 2022 as Managing Director of the Creative Business. With 25 years of experience in New Zealand and the UK, Toby has worked with leading global companies. He started his career at DDB Aotearoa, followed by roles at DDB London, Havas, and McCann.

Returning to New Zealand in 2011, Toby joined FCB, where he spent 11 years in senior roles, eventually becoming Managing Director in 2019. He’s known for building high-performing cultures and long-term client partnerships that drive sustained success.

“I’m excited by this opportunity. I have big shoes to fill: Simon has done a fantastic job leading the agency, creating a high-performing, entrepreneurial culture and mindset that has attracted top talent and clients,” Toby said.

“I want to build on this legacy as we enter, what I believe to be, a dynamic and complex time for our industry that will fundamentally transform how we work with clients and engage with their audiences.”

Toby believes in the power of creativity to transform businesses when embraced at the core of an organisation. His leadership will be key as Bastion Shine continues to empower people, brands, and organisations.

“I’m excited by this opportunity. I have big shoes to fill: Simon has done a fantastic job leading the agency, creating a high-performing, entrepreneurial culture and mindset that has attracted top talent and clients.” – Toby Sellers

“Toby’s expertise and strong leadership will be critical as we grow, diversify our business, forge stronger client connections, and deliver our ambition of being the best network in New Zealand (and the world),” said Cheuk Chiang, Bastion CEO, ANZ.

Simon co-founded Bastion Shine with Lucien Law in 2005 from their flat in Parnell. Over the past 20 years, Simon led the business to expand services, launch new ventures, and establish deep partnerships with some of New Zealand’s top businesses.

Simon is leaving Bastion Shine to explore a new opportunity outside the industry. He will remain a shareholder and non-executive board member of the Bastion Group. “I’m super proud of the journey and consider myself incredibly lucky to work with the calibre of people I have over the last 20 years,” Simon said.

“We are deeply grateful for Simon’s extraordinary dedication and leadership and want to acknowledge the incredible journey and contribution he has made to building the successful business we are today,” Cheuk Chiang added.

“His unwavering commitment and entrepreneurial spirit have left and will continue to leave an indelible mark on all of us.”

Toby added, “From insight generation to content creation and even more personalised audience engagement, we will have a raft of new capabilities to help clients capitalise on these new technologies. I feel extremely fortunate to be leading the agency through this transformational period.”

The Bastion Group wishes Simon and his family all the best as they embark on this exciting new chapter.