Bastion Shine Unveils Expansion Plans With new Model and Leadership Appointments

Bastion Shine is expanding its offering with specialty business units: Bastion Creative, Bastion Digital, Bastion Amplify, and Bastion Transform.

New Zealand agency Bastion Shine has redesigned its business model with the launch of four specialist business units across a wide range of communications disciplines with new senior hires.

Nine months after being majority acquired by Bastion, Australasia’s largest independent agency group, Bastion Shine has invested significantly in New Zealand to continue building its new agency and consultancy model. In line with this Bastion Shine is expanding its offering with specialty business units:

  • Bastion Creative
  • Bastion Digital
  • Bastion Amplify
  • Bastion Transform

The consultancies will be led by Bastion Shine CEO, Simon Curran, each with their own specialist teams as part of the now 70-person offering in New Zealand and more than 300 staff of Bastion globally.


Bastion Creative will be led by new Managing Director Toby Sellers, who has joined the group after more than a decade with FCB.

“Bastion Shine is an agency I’ve admired for a long time, especially for its ability to build strong, long-term business partnerships with leading New Zealand brands. We’ve been purposeful about taking a unique approach, leading to our success over a short amount of time, as well as an enviable roster of clients,” said Sellers.

Bastion Digital will be led by Managing Director Andy Schick, formerly Chief Digital Officer at Bastion Shine.

Bastion Digital will continue to work across data, technology, media, and automation, leveraging partnerships with the likes of Tealium, Braze and Salesforce. The team is also developing its web performance capability, with its newest partnership with SEM Rush and cornerstone clients Spark Sport and OnceIT.


Bastion Amplify is a new offering for Bastion Shine, an integrated communications agency specializing in PR, media relations, influencer marketing, content and social media with more than 70 staff in Melbourne, Sydney, Los Angeles and now Auckland. It will be led by new hire Joanna James, a senior consultant with nearly 20 years of agency and in-house communications experience.

“I’m a huge believer that an integrated approach for brands in a world where disciplines are increasingly converging is the right model to produce the most effective work for clients. This new model for Bastion Shine, combined with its hallmark smarts and creativity, are what drew me to the role,” said James.

“We also have the benefit of drawing on an extended whānau via Bastion Amplify Australia and US to deliver services such as ‘follow the sun’ social media community management and content creation. We’re looking forward to bringing Amplify’s best-in-class communications offering to Aotearoa.”

Bastion Transform will be led by General Manager Andy McLeish, also Chief Strategy Officer at Bastion Shine. Transform’s senior expertise will offer powerful strategic advice across a range of disciplines, from commercial strategy, corporate blueprint and road mapping, innovation consulting, through to high-end executive coaching.

The Bastion Shine leadership team also includes Chief Creative Officer Rich Maddocks, General Manager Annabelle Pitkin, Chief Financial Officer Melissa Hill and CEO Simon Curran.

“Our ambition is to build a new model in New Zealand. One where clients have access to a wide array of consulting and communications services, each delivered with deep expertise and a truly integrated client experience,” said Curran

“As a result, we have invested significantly to increase our depth and focus in the core areas our clients are looking for. We now have absolute market-leading expertise in each of our business units. But it’s our integration of those services that really sets us apart.

“The Bastion partnership has already allowed us to build further depth in core capabilities, as well as new ones, and our clients both existing and new are seeing the benefit.

“Toby and Jo both have proven expertise in their disciplines, plus the ability to stretch thinking for our clients across marketing communications disciplines and channels. I’m excited about our expanded leadership team continuing to enable meaningful growth for our clients.

“This is just the start. We believe we can change the shape of our industry in New Zealand, building a place where our clients can access wide thinking combined with deep expertise.”

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