Cheuk Chiang.
Independent agency Bastion has opened Bastion Media, adding planning and buying capability to creative.
The offering, in a pivotal move led by Bastion ANZ CEO Cheuk Chiang, aims to become Australasia’s largest independent media agency.
The new arm complements Bastion’s full integrated of insights, strategy, experiential, data and tech, AI, social, influencer and creative.
Kellanova, whose brands include Kellogg’s Breakfast and Wholesome Snack, is founding client.
Bastione arlier this month announced it had secured the creative account for Kellanova, taking over from Leo Burnett and VML.
This account expands on Bastion’s recent project celebrating Kellogg Australia’s100-year milestone.
“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,” said 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.”
He said 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, he said. This is what ultimately helps brands stand out, better engage and achieve greater ROI.
Chiang 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," he said.
"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."
Ana Lynch, managing partner, said the power of having a single lead for each client is that everyone across the business
is aligned to a shared objective, ensuring seamless execution and eliminating competing priorities that can arise in traditional agency village models.
"While integrated village models aim for this kind of unity, competing priorities within networked agencies can sometimes stand in the way of true collaboration," said Lynch.
"At Bastion, we eliminate those barriers, fostering trust and mutual accountability to drive shared outcomes.”
Angela Morris, chief strategy officer, said 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.
Ben O’Brien, commercial director at Kellanova Australia: “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.”
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