Bastion Collective

Bastion Collective is a global marketing and advisory company headquartered in the Melbourne, Australia suburb of Richmond, Victoria. It is reportedly the largest independent marketing and communications group in Australia, and was founded in 2009 by former professional Australian rules footballer Fergus Watts.[1][2] Watts serves as the company's executive chairman.[3]

Bastion Collective
IndustryAdvertising, Marketing
Founded2009
FounderFergus Watts
Headquarters
Richmond, Victoria
,
Australia
Number of locations
Worldwide
Key people
Fergus Watts, Chairman
Jack Watts, Australia CEO
Dax Cornelius, US CEO
ServicesMarketing and advisory services
Websitebastioncollective.com

History

Bastion Collective was founded in 2009 as Bastion Group by 23 year old Fergus Watts, who briefly played for the Adelaide Football Club and the St Kilda Football Club in the Australian Football League (AFL).[4] After his football career ended due to an injury, he started working in an advertising agency, and then decided to form his own company.[4]

In October 2015, the company changed its name to Bastion Collective.[5]

In January 2016, the company acquired Melbourne and Sydney-based research agency Latitude Insights, renaming it Bastion Latitude.[6]

In March 2017, the company received media coverage for its policy of unlimited leave for its staff.[1] In October, the company hired former US Air Force fighter pilot Dax Cornelius to launch its expansion in the United States.[2] It opened an office in Irvine, California, and in 2018 formed it's U.S. footprint with the acquisitions of digital marketing firm Rare Branding and Web / Mobile app development firm Digital Brand Group (DBG), followed by LFPR, a social media and public relations company. Rare Branding and DBG were merged to form Bastion Rare, and LFPR was rebranded as Bastion Elevate.[2]

In May 2018, the company launched Bastion China, an advisory firm for companies doing business with China, and Bastion Engage, a community and government engagement agency.[7] In July, the company launched creative agency Bastion State.[8] In October, the company announced it was buying a stake in Sydney, Australia-based agency Banjo.[9] In November, the company acquired social research company Stable Research, and Melbourne-based production house Bengar Films.[10][11] Bengar Films was merged with Bastion's production business Bastion Stadium to form Bastion Films.[11]

In November 2019, Bastion acquired Highland Park, California-based consumer insights and strategy agency db5.[12]

Operations

Founder Fergus Watts serves as Bastion Collective's Chairman, his brother Jack serves as Australia CEO, and Dax Cornelius is the United States CEO.[9] Former AFL CEO Andrew Demetriou and sports broadcaster Hamish McLachlan sit on the company's board.[4]

The company's global headquarters is in the Melbourne, Australia suburb of Richmond, Victoria, with additional offices in Sydney, Los Angeles, Shanghai and London.[1]

The company operates several divisions with different areas of expertise:

  • Bastion China, an advisory firm for businesses targeting the Chinese market[5]
  • Bastion EBA, based in Melbourne, is the company's sports marketing division, and it includes a London branch to promote European sports partnerships[4][5]
  • Bastion Effect, formerly Undertow Media, the company's communications arm[5]
  • Bastion Engage, formerly Bastion S&GO, a community and government engagement agency[7]
  • Bastion Films, the company's film production business[11]
  • Bastion Latitude, the company's research arm[6]
  • Bastion Promote, a merchandising business[5]
  • Bastion RM, a reputation management company[5]
  • Bastion State, a creative agency[8]
  • The Stadium, a creative content firm[5]

In the United States, the company operates three businesses as part of Bastion Collective USA:

  • Bastion db5, a consumer insights and strategy agency[12]
  • Bastion Elevate, a social media and public relations company[2]
  • Bastion Rare, a web / mobile application developer and digital marketing firm[2]
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References
  1. "Why marketing firm Bastion Collective is introducing unlimited leave for its staff". smartcompany.com.au. 2017-03-13. Retrieved 2019-05-02.
  2. "Aussie Collective Bastion Sets Up in Irvine". ocbj.com. 2019-01-28. Retrieved 2019-05-02.
  3. "The benefit of doubt: Fergus Watts". theceomagazine.com. 2016-12-22. Retrieved 2019-05-02.
  4. "Watts empire is no bastion of old-school Melbourne". smh.com.au. 2017-02-18. Retrieved 2019-05-02.
  5. "Bastion Collective expands business to the UK; reveals new market-first agency model and name". campaignbrief.com. 2015-11-27. Retrieved 2019-05-02.
  6. "Latitude Insights acquired by Bastion Collective". research-live.com. 2016-01-20. Retrieved 2019-05-03.
  7. "Bastion Collective opens two new agencies Bastion Engage and Bastion China". mumbrella.com.au. 2018-05-30. Retrieved 2019-05-03.
  8. "Bastion Collective Launches Its Own Creative Agency". bandt.com.au. 2018-07-03. Retrieved 2019-05-03.
  9. ""Game-Changer": Bastion Collective Acquires Creative Agency Banjo". bandt.com.au. 2018-11-29. Retrieved 2019-05-03.
  10. "Bastion Collective acquires social research company Stable Research". mumbrella.com.au. 2018-11-23. Retrieved 2019-05-03.
  11. "Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films". bandt.com.au. 2018-11-14. Retrieved 2019-05-03.
  12. "Bastion Buys Agency db5". Los Angeles Business Journal. 2019-11-29. Retrieved 2020-06-10.
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