This week we announced the launch of Bastion Asia, a strategic integrated marketing consultancy that helps Australian brands connect with and understand Asian communities – both in Australia and overseas.  

Bastion Asia represents an evolution of the Bastion China offering in response to growing client demand and as brands look beyond China to other emerging Asian consumer markets that are growing exponentially and also have huge populations. 

Asia is now home to 60% of the world’s population, and some of the cities throughout the region are transforming faster than ever, with some populations doubling in the last 10 years.

The agency will continue to offer specialist China marketing services, including WeChat management, but will apply its lens to broader Asian communities and offer integrated services spanning the marketing gamut. 

This includes strategy development, public relations, market research and insights, retail and shopper marketing, e-commerce and live streaming services, influencer marketing strategies and engagement, delivered by a diverse team of cross-cultural experts, marketers and communications professionals. 

The team has previously delivered cross-market work in export markets including Japan, South Korea, India, Greater China, Vietnam, Indonesia, Malaysia, the Philippines and Thailand for brands in the FMCG, health, beauty, horticulture and technology categories.

Bastion Asia CEO Richard Chapman said the broadening of our offer comes off the back of an increasing number of briefs that seek to reach Asian audiences outside China, in particular those markets that have seen the significant growth in the middle class and their disposable income presenting a significant opportunity for Australian businesses.

“Bastion Asia reflects a global view that brands are increasingly taking and aims to help clients succeed across Asia – whether that is penetrating a new market, driving awareness and sales growth, or positioning and reinventing their brands internationally and domestically.,” he said.

One of Bastion Asia’s offerings includes robust Cross-Cultural research led by Isabel Zhang, the former Head of Qualitative at Nielsen in Singapore, Malaysia and Australia. With 17 years experience in research, she provides insights into the dynamics of ‘multicultural’ Australia and connecting Asian markets. 

Bastion Collective CEO Jack Watts said, “We launched Bastion China 5 years ago when so many brands were just at the start of their journey to open up sales channels with local and mainland Chinese. Over the past few years, we have been doing more and more work for our clients in opening up other Asian markets and now service more than a dozen clients in 10 Asian countries”. 

“China now only makes up one part of the pan-Asia strategies we are building for clients, hence evolving the business to become Bastion Asia simply reflects the work we are already doing.” 

Launching Bastion Asia comes off the back of Bastion Collective’s significant growth in Australia and the United States.