Bastion Collective launches retail arm led by Marcus Millgate
Bastion Collective has launched a new arm, Bastion Retail, which will specialise in developing retail strategy and marketing.
The agency will assist its clients in addressing the declining physical retail market by finding new ways to attract, engage and retain consumers, that combines both digital and physical tactics.
Marcus Millgate will lead Bastion Retail as CEO
Bastion Retail will be led by Marcus Millgate as CEO.
Millgate joined Bastion Collective in February, after spending several months as director of voice automated marketing company Art and Sound. Prior to that he was the global CEO of Shopitize. Millgate has also held retail-focused roles at Geometry in New York, Sydney and Seoul.
Millgate will be working with the Bastion Collective’s agencies to advise clients on retail marketing including shopper engagement, customer journey mapping, e-commerce strategy and development, trade promotion, packaging design. He will also be developing strategies involving voice AI and shop-streaming.
Bastion Collective local chief executive, Jack Watts, said the agency identified the need to create the retail arm so it could help to encourage client growth.
“Growth for our clients often involves driving sales both online and in-store. As such, it is pivotal that the campaigns we run for a client translates all the way through to the point of sale,” Watts said.
“As one of the only truly integrated communications agencies, we focus on working with our clients to articulate one unifying idea, delivered consistently, yet bespoke across every applicable channel. Seeing things through to the retail environment, both e-commerce and bricks and mortar is pivotal to delivering a holistic communications approach and driving sales for our clients.
“This is why we jumped at the opportunity to partner with Marcus and create Bastion Retail. I am incredibly confident Marcus’s 20 plus years of retail experience will help our clients grow their businesses.”
Millgate said of his new role: “I am really excited to have joined the Bastion Collective family and am extremely passionate about being a force that drives the re-imagining of retail here in Australia.”
“People still want to touch and feel an item before buying it. Whilst online shopping and mobile commerce are the keys to retail growth, harmonizing the physical and digital world is the new black.
“In-store experiences are changing. It’s moving toward feeling like you’re in your cool friend’s apartment, rather than a department store, and service is becoming a key differentiator between retailers,” Millgate said.
Bastion Retail has already begun work with Microsoft’s XBOX, establishing a dedicate page and presence on Korea’s largest e-commerce and social site, Kakao.
Yesterday, Bastion Reputation Management announced Clare Gleghorn as its new CEO, taking over from Brian Walsh.
Congrats Marcus, well that’s a blast from the past!!! Good to see you’re still killing it.
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