Bastion launches media division, names Kellanova as founding client

Independent agency Bastion has launched its media division, Bastion Media, under the leadership of ANZ CEO Cheuk Chiang.

This new offering adds media planning and buying to Bastion’s existing integrated services, which include strategy, creative, insights, data, AI, and experiential marketing. Kellanova, whose portfolio includes brands like Kellogg’s Breakfast and Wholesome Snack, has been named the founding client.

The news follows Bastion’s recent appointment as Kellanova’s creative agency, where it takes over the mandate from Leo Burnett and VML in Australia. The agency also collaborated with Kellogg's in the country earlier this year on its 100-year milestone campaign.

Chiang, who joined Bastion in April 2024 after serving as APAC CEO of Dentsu Creative, described the addition of Bastion Media as a move designed to align the agency’s services with client needs.

“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 does this complete 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.”

The new media offering focuses on data-driven insights and innovation to enhance campaign performance, positioning media as a platform for ideas rather than just ad placements. Chiang highlighted the challenges faced by today’s CMOs, noting the importance of seamless integration across all marketing functions.

Ben O’Brien, commercial director at Kellanova Australia, welcomed the move. “This partnership allows us to take a unified approach that combines creative excellence with first-class media strategy. It’s an opportunity to push our brands into new territories and deliver strong results,” he said.

The agency has indicated that additional client announcements are forthcoming.