Bastion USA and BUNTIN merge to create new independent agency in the United States – Campaign Brief
Independent agencies Bastion USA and BUNTIN, have announced a landmark merger that will see the creation of a new global network designed to turn the ad world “Upside Down Under” by challenging traditional holding companies and redefining what independence can achieve at scale.
Operating as part of the wider Bastion Group, the merger positions the combined business as one of the strongest and most integrated independent agency groups worldwide, a network built for modern marketers with borderless connection, creativity, empowerment and measurable impact.
The BastionBUNTIN merger brings together two agencies with complementary strengths and shared philosophies with Bastion’s integrated, multi-disciplinary structure and BUNTIN’s U.S. market leadership and creative depth leading to a positioning of Creating Strength Through Conviction.
Says Cheuk Chiang, Group CEO of Bastion: “This is a transformational moment for both our agencies. We’re creating a model in the USA for what the future of independent marketing looks like. Connected and collaborative with the depth of capability of a network yet delivering with the speed and service of an independent.”
Says Jeffrey Buntin, Jr., Owner of BUNTIN and U.S. Co-Chairman of the merged business: “Modern marketers need agency partners who are transparent, nimble and client-centric, not simply focused on growing their own businesses. We’ve always believed that great work doesn’t just capture attention, it inspires conviction and drives business results. Joining forces with Bastion gives us the infrastructure, expertise and reach to do that on a global scale and help more clients to become stronger. It’s an alignment of vision, not just business.”
Under the merger, the combined network will operate under the BastionBUNTIN name in the United States, establishing Nashville as a key hub for North American operations alongside existing offices in Los Angeles and New York and part of the wider Bastion Group in Melbourne, Sydney, Auckland and Wellington. Together, the group will deliver end-to-end marketing and communications capability across brand strategy, creative, media, communications, PR, digital, insights and experience across a unified model allowing clients to access integrated teams and specialist expertise across borders without the bureaucracy of traditional networks.
Says Jeff Browe, CEO of BastionBUNTIN: “This partnership extends far beyond geography. It’s about uniting people, ideas and expertise around a shared belief in integration and outcomes. We’re building a network for modern marketers that’s global by design and independent by choice.”
The merger follows a series of strategic moves by Bastion to expand its global footprint and deepen its U.S. presence. For BUNTIN, the partnership provides immediate access to new markets and disciplines, creating opportunities for clients and talent across both hemispheres.
Together, BastionBUNTIN USA, part of the Bastion Group is poised to accelerate its collective ambition to become the most integrated independent agency in the world, putting clients, brands and people in a position of strength to live with conviction and win on results.
Bastion in Australia and New Zealand continues to operate under the Bastion brand, with no change to its entities or teams.
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