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Bastion launches new advocacy arm and partnership with CulturalPulse

Bastion has launched a new advocacy arm, Bastion Advocate, under the agency’s integrated communications division Bastion Amplify.

Bastion Advocate, said to “harness the power of influencers and drive audience interaction”, will bolster Bastion Amplify’s existing influencer practice.

The Advocate division will be led by senior client director Morgan Sutherland, who brings experience from both in-house and agency roles after almost a decade in talent and influencer management.

“The right talent choice can make or break a campaign, so I’m looking forward to helping our clients utilise great voices at all levels to drive advocacy,” Sutherland said.

“Having watched how the industry has changed, I’ve learned how to craft a unique campaign. I’m excited to bring the Bastion Advocate approach to life and connect audiences with fantastic creators through genuine and authentic engagement.”

The move comes with Bastion Amplify’s new partnership with multicultural marketing agency CulturalPulse, to develop content and engage diverse communities.

It builds on Bastion’s integrated communications offering, giving clients the chance to explore greater opportunities with multicultural communities and build relationships with voices that hold influence over targeted audiences.

It will enable Bastion to access CulturalPulse’s proprietary assets including more than 5,000 CALD  (culturally and linguistically diverse) community Ambassadors, media amplification network and its revolutionary CALD campaign measurement solution.

CulturalPulse CEO Reg Raghavan said the partnership would transform the way businesses can engage with communities.

“In many cases, the approach to engaging CALD communities is diametrically opposite to mainstream approaches. By working together, we are in a strong position to activate today’s Australia,” Raghavan said.

“COVID was a wakeup call for all organisations to think about who they are actually reaching in their current approach. Having an end-to-end PR and multicultural marketing solution means we’re able to help brands tell their story in ways that suit their needs and will help them stand out and be heard.”

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