Bastion, Australasia’s largest independent agency has announced the launch of Bastion Media, its innovative new media offering, led by Bastion ANZ CEO, Cheuk Chiang.
This complements Bastion’s full integrated offering across insights, strategy, experiential, data and tech, AI, social, influencer and creative with an innovative media planning and buying capability – which together can help exponentially improve ROI.
Its ultimate desire is to create Australasia’s largest independent media agency.
Chiang, a seasoned leader with deep expertise in media, is at the forefront of this launch, bringing a media-first perspective that enhances Bastion’s full-service capabilities.
“Launching our media offering is more than just an addition to our services; it’s a transformational step that fundamentally changes how we deliver stronger client solutions,” says Chiang.
“By bringing media together with creative and our unique breadth of our capability set not only completes our end-to-end offering, it positions us to deliver more innovative integrated campaigns, ensuring that every message, every channel, and every dollar is aligned to maximise impact and deliver tangible results.”
Ideas and innovation
With the launch of Bastion Media there’s a real opportunity to launch a media offering that brings more of a predictive data and insight-led approach to deliver better strategy and more innovative media solutions. With the recent push towards performance media and programmatic buying, many believe that media has gone back to being places and spaces for ads however with digitisation, media should really be platforms for ideas and innovation. This is what ultimately helps brands stand out, better engage and achieve greater ROI.
Chiang further emphasised the importance of meeting the broader needs of today’s CMO, whose role has evolved to demand seamless integration across all facets of marketing.
“Today’s CMOs face unprecedented complexity. They need partners who are not just suppliers but extensions of their team—unified, aligned, and accountable to the same goals. This media offering allows us to be that partner, providing a single, cohesive team that brings everything from strategy to execution under one roof,” he adds.
With Kellanova as the founding client of Bastion’s media division, this launch represents a new era of integrated services in ANZ, where creative and media are no longer siloed but are strategically interconnected. This approach is a testament to the strength of client partnerships when there is one business lead overseeing all aspects of the client’s needs.
“The power of having a single lead for each client is that everyone across our business is aligned to a shared objective, ensuring seamless execution and eliminating competing priorities that can arise in traditional agency village models,” says Ana Lynch, Managing Partner.
“While integrated village models aim for this kind of unity, competing priorities within networked agencies can sometimes stand in the way of true collaboration. At Bastion, we eliminate those barriers, fostering trust and mutual accountability to drive shared outcomes.”
Angela Morris, Chief Strategy Officer, echoed the strategic importance of Bastion’s integrated approach, adding, “The convergence of media, creative and other services is essential for driving measurable value in today’s market. Our new media offering enables us to fully support the CMO’s broadened remit by delivering holistic solutions that address every facet of brand building.
“We’re here to be a true partner, working as an extension of the client’s team to ensure alignment on shared objectives and outcomes.”
Beyond Kellanova, Bastion has several other significant client wins on the horizon, underscoring the agency’s growing influence and commitment to reshaping the industry with a unified, client-focused model.
Ben O’Brien, Commercial Director at Kellanova Australia, says, “We’re excited to partner with Bastion as they launch their new media offering. By bringing media and creative services under one roof, we are fostering a unified approach that will drive collaboration and push our brands into new territories, unlocking their full potential. This integrated team will deliver excellent creative work supported by first-class media, ensuring strong ROI.”
As Bastion’s media offering becomes immediately effective, it positions brands to not only grow but to thrive with resilience and strength, prepared for the challenges of an ever-evolving market landscape.
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