Bastion

Bastion likened itself to the Foo Fighters in its submission. CEO Cheuk Chiang reckons his band delivers “polished but still relevant and unique” experiences for clients. 

It’s an enticing vision, whether you’re a fan of stadium-filling dad rock or not. 

But we think the agency has slightly undersold itself. Since CEO Cheuk Chiang joined a couple of years ago, Bastion has been expanding its capabilities and client list. 

It launched a media division last year and signed its second client—ascendent Chinese auto brand Geely—and demonstrated the efficacy of its full-service, business results-focused (and priced) model through its work with Kellogg’s. However, Bastion would lose the media portion of that account in 2026, which is not included in our judging period.

Its work was a hit, once again, as it scooped two Australian and two NZ Effie trophies. It was also shortlisted no less than six times for the 2025 B&T Awards.

The agency won 15 new clients over the course of 2025, with the full-service Geely account the standout. It also won the Tabcorp creative account from Droga5 in 2025, though B&T understands the wagering company is now reviewing all of its agency requirements. 

The remainder of the wins were project-based, though included a number of enviable clients including ALDI. Bastion also proved its ability to keep hold of clients, renewing deals with Bunnings, L’Oreal and the Cancer Institute of NSW through competitive pitches.

It did lose five clients, including Microsoft’s social as part of a global alignment, while AIA and Hostplus moved their PR and corporate comms, respectively, in-house.

Bastion has also made efforts to improve the less flashy side of its operations. For instance, it embedded AI-assisted research workflows and improved its effectiveness measurement frameworks. It debuted new collaborative planning systems, integrating creative, media, experience and research teams, reducing duplication and improving speed. That’s unlikely to get the groupies and casual fans excited. But for the connoisseurs and critics, it doesn’t go unnoticed or underappreciated. 

Bastion took further steps to reduce the gender imbalance in its workforce and during 2025 was putting the finishing touches on Ascend, its women in leadership program that aims to help the careers of 40 female staff take flight. The agency also launched its RAP, to boost Aboriginal and Torres Strait Islander representation in adland through a vocation program and more.