Anna Cherry and Ana Lynch. Credit: Bastion
Bastion has picked up the creative and media account for Geely Auto Australia after a competitive pitch, tasking the agency with supporting the Chinese carmaker's local launch and expansion.
The integrated brief spans strategy, creative, media and communications.
Anna Cherry, managing director of media at Bastion, said the focus would be on building commercial results.
"Geely entered Australia with confidence and clear intent,” Cherry said.
“Our focus is on accelerating that momentum, applying disciplined, insight-led media strategy to drive sustained growth, deeper consideration and measurable commercial impact in a highly competitive automotive market journey to deliver accountable, long-term growth.”
Ana Lynch, managing partner, advertising Sydney at Bastion, said the brief centred on challenging category norms.
"This partnership is built on a deeply aligned ambition to challenge convention and accelerate Geely Auto Australia's growth through bold, innovative thinking,” she said.
“Together, we're focused on redefining what modern automotive marketing can look like in an increasingly dynamic and tech-led category," Lynch said.
Beryl Thomas, marketing director at Geely Auto Australia, said Bastion's integrated pitch was the deciding factor.
"Bastion showed a deep understanding of our brand and our growth ambitions in Australia. Their integrated approach and clear point of view gave us confidence they are the right partner to help build Geely in this market," Thomas said.
The win follows a run of activity at Bastion, including the launch of Bastion DBX and Bastion Media, acquisitions of Daymark and Catch, and senior hires across Australia, New Zealand and the US.
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