Integrated communications agency Bastion Effect has made a number of new appointments as it focuses on growing its consumer presence nationally and expanding its social media offering.
Ex-One Green Bean social director Shirley Tat (feature image) has been appointed the agency’s group business director to lead its growing consumer lifestyle business out of Sydney.
Also formerly social director at Coca-Cola and Ogilvy, Tat will be responsible for growing the agency’s footprint in Sydney and its social media focus nationally.
Tat is charged with enhancing the client experience, advancing new business and driving growth and success for clients, while growing and nurturing the team.
Prior to her appointment, she headed up the Coca-Cola South Pacific Social Centre, responsible for delivering social excellence and producing impactful and original creative for the iconic brand.
She’s also held directorial roles at Ogilvy and One Green Bean with a strategic focus.
She will work closely with the agency’s newly appointed head of Sydney, Broc Munro, who has spent many years driving client service and strategy across the agency.
The agency also promoted its Melbourne general manager Roxanne Millar into a national general manager role on the eve of her sixth anniversary with the business.
Miller will oversee people and process nationally while continuing to oversee the development of Bastion Effect’s property and business arm.
With operations in Sydney, Melbourne and Brisbane, Bastion Effect is part of the largest independent communications agency in Australia – Bastion Collective.
The 15-year-old Bastion Effect, formerly Undertow Media, expanded into Sydney in 2017 after acquiring Tomorrowland Group to bolster its footprint.
Over the past 12 months, Bastion Effect has developed campaigns for Grill’d, HOYTS, Pernod Ricard, National Geographic, Revolution Beauty and Solotel.
Bastion Effect CEO, Richard Chapman said: “Each of our leaders bring very different but highly complementary skills to the table that give Bastion Effect a very well-rounded offering in market.
“We’re proud to have hired a group business director of Shirley’s calibre, and are confident she’ll play an instrumental role in our growing team.
“She’s a seasoned professional when it comes to all things social and digital, and has already made huge strides in nurturing the success of our consumer lifestyle clients using her switched on, big brand thinking and multichannel expertise.
“Shirley joins the Bastion Effect family after welcoming her first child Maison late last year, and we’re proud to provide a supportive environment for her.”
Chapman added: “It is also fantastic to be able to continue to promote and develop long-term talent in the business like Broc and Rox who have been contributing to our success for many years.”
Shirley Tat said: “I’m thrilled to join a thriving business with boundless potential and opportunities.
“It’s an incredibly exciting time for Bastion Effect and I’m looking forward to evolve our capabilities with such a talented team.
“Seeing the strong investment Bastion Effect makes in developing its people and operating as part of a wider integrated model, offers a unique and compelling proposition.”
She added: “I look forward to building upon these strengths to forge an even stronger business offering.”