Bastion has acquired digital creative agency AnalogFolk, a year after AnalogFolk’s CEO Matt Robinson and chief strategy officer Ben Hourahine acquired the agency from its UK parent company through a management buyout.

Robinson will assume the position of managing director of digital brand, while Hourahine will take on the role of chief strategy officer of digital brand.

Bastion CEO Jack Watts said the acquisition aligns with the agency‘s continued growth ambitions.

“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,” he said.

According to Robinson, since taking control of the agency, he and Hourahine have explored a range of partnerships before finalising an agreement with Bastion.

 “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,” said Robinson.

Hourahine added that he has long been a fan of Watts and Bastion’s ‘think wide’ philosophy.

“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.”

The AnalogFolk team will augment Bastion’s digital offering, including digital customer and tech experience, led by Tim den Braber, and digital transformation led by former ABC News director Gaven Morris, who launched Bastion’s Transform division in 2021.

The remit will also involve elevating Bastion’s strategic marcomms services, led by Angela Morris.

Originally published on Mediaweek 14th March 2024


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