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19 March 2024

Bastion acquires award-winning Digital Creative Agency Analogfolk Australia

Jack Watts Matt Robinson Ben Hourahine

Australasia’s largest integrated marketing and communications agency, Bastion, is continuing its expansion drive with the strategic acquisition of AnalogFolk Australia, a premier digital creative agency known for its innovative approach to building progressive brands in the digital world.

The acquisition is the latest step in Bastion's strategy to enhance its digital offerings and integrate exceptional talent into its team. 

AnalogFolk Australia has established itself at the forefront of digital innovation, earning a distinguished reputation through its remarkable achievements. The agency's recent wins include the prestigious Gold APAC Effie for Hyundai’s "4 Second Reviews" campaign and being named Agency of the Year for Digital, Social and Content by Campaign Asia. 

AnalogFolk Australia leaders Matt Robinson and Ben Hourahine have been lauded for their significant contributions to the industry, including Matt’s induction into Mediaweek’s Creative Agency Power List, while Ben has Chaired the Account Planning Group and been a member of the Australian Effies steering committee.  

The Bastion acquisition brings AnalogFolk Australia’s rich legacy of digital creativity and strategic excellence to the group and a particular expertise in delivering brand and communication strategies that resonate with the growth model of modern marketing. AnalogFolk Australia has consistently pioneered innovative digital advertising, social media, products and experiences for a wide range of clients.  

Matt Robinson will join Bastion as Managing Director Digital Brand, and Ben Hourahine will assume the role of Chief Strategy Officer Digital Brand. Together they will further drive Bastion’s comprehensive digital and creative capabilities and support the agency’s progressive approach to brand building, advertising, PR and social and business innovation by leveraging emerging media, social, technology and cultural insights. 

Robinson, Hourahine and the AF team will complement Bastion’s wider digital service offering across Digital Customer and Technology Experience, led by Tim den Braber and Digital Transformation led by Gaven Morris, while enhancing Bastion’s broader strategic marcomms offering, led by Angela Morris.

Robinson says that since a management buyout in early 2023, AnalogFolk Australia has been exploring a wide range of partnerships that could enhance its offering and capabilities.  

“Finding Bastion as a new home for us in Australia is the perfect fit,” he said.

“Bastion, with its wide array of deep specialists under one roof, from creative, code, data, research, PR and social, reputation, strategy, experiences and beyond, offers the perfect ecosystem for our clients to benefit from the enhanced scale, while staying true to the independent and innovative capabilities of AnalogFolk.” 

Hourahine said: "I’ve always been incredibly inspired by Bastion’s CEO, Jack Watts, the Bastion Group as a whole and their THINK WIDE philosophy.

“We're really excited to bring our clients and agency into this dynamic and innovative network, with a shared vision for the future of brand marketing in digital spaces. It gives us the true scale and global reach we’ve been craving while maintaining the entrepreneurial spirit and agility that have been hallmarks of our journey so far."

Jack Watts, Group CEO of Bastion, says the acquisition positions Bastion for continued innovation and leadership as The New World Agency, ready to address the dynamic needs of brands in a rapidly evolving digital age. 

“Bastion has been built over the past 15 years on the simple premise of bringing together best-in-class experts in their field to solve clients' most critical challenges,” Watts said.

“Matt and Ben's visionary leadership and the agency's track record of digital innovation and excellence will be instrumental in helping us create, grow, protect and measure our clients' businesses.  

“Our vision is to not just be the biggest independent agency in the region but the best. Welcoming AnalogFolk Australia into the Bastion family is a significant milestone on that journey and an opportunity for us together to redefine the landscape of digital marketing services.”

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