Cheuk Chiang steps up as global CEO of Bastion as agency sharpens growth focus

Bastion has named Cheuk Chiang as group CEO, as the independent agency network moves into a new phase of global expansion and AI-led transformation.

Chiang, who joined Bastion as ANZ CEO in 2023, succeeds co-founder Jack Watts, who will transition into an executive director role focused on strategic growth and innovation.

Chiang's role take effect immediately. The leadership change comes as Bastion positions itself as a global challenger brand, now operating in 10 cities across five countries, with more than 350 staff and a client roster including Spotify, Air New Zealand, Salesforce, Unilever and Bunnings.

Chiang brings decades of leadership experience across APAC at Dentsu and Omnicom and will oversee Bastion’s international growth, including further expansion into the US and Asia, integrated multi-market campaigns and AI-enabled services.

“It’s an honour to take the reins from Jack and lead Bastion into its next phase,” Chiang said. “Our vision is to build the world’s strongest independent network, driving innovation and embracing emerging technologies – all while staying true to our entrepreneurial spirit.”

Watts described the move as the culmination of a five-year succession plan. “Cheuk has the experience to lead not just 350 people, but 3,000. I’m energised to focus on new offerings that solve our clients’ biggest problems and deliver a competitive edge.”

The transition will be overseen by Bastion Chair and co-founder Fergus Watts, who led the agency for its first decade.

“This is more than a leadership change – it’s a strategic evolution,” he said. “Cheuk’s appointment ensures Bastion’s next era is defined by scale, independence, and a continued obsession with delivering results for clients.”

Bastion is increasingly investing in AI-powered capabilities across audience insights, creative, media and campaign delivery. The agency recently launched its media planning and buying division under Anna Cherry and is expanding into e-commerce, digital brand experience and marketing automation.