Observed Signal · Aug 18, 2026 · M&A - Announced · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Bastion and BUNTIN Merge into Global Indie Network
Australia- and New Zealand-based Bastion and Nashville-based BUNTIN announced a merger on August 18 to form a single global independent agency network, operating in the U.S. as BastionBUNTIN. The combined firm will have more than 400 staff across nine offices — with Nashville positioned as the North American hub — and offers end-to-end services including brand strategy, creative, media, PR, digital, insights and experience. Cheuk Chiang will lead the parent network, Jeff Browe will be CEO of BastionBUNTIN, and Jeffrey Buntin Jr. will serve as U.S. co-chairman and join Bastion’s global board. The company says it will position itself as an independent alternative to major holding companies and counts clients such as Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS and Clayton Homes.
Consolidation of two independent agencies expands an alternative to major holding companies and creates a larger global indie agency with major brand clients and a U.S. hub, affecting agency landscape and client options.
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Key Takeaways & Evidence Grounding
- Bastion and BUNTIN announced a merger on August 18 to form a single global independent agency network operating in the U.S. as BastionBUNTIN.
- The combined business will have more than 400 staff across nine offices in Nashville, Los Angeles, New York, Melbourne, Sydney, Brisbane, Gold Coast, Auckland and Wellington.
- Cheuk Chiang will lead the parent network; Jeff Browe will be CEO of BastionBUNTIN; Jeffrey Buntin Jr. becomes U.S. co-chairman and joins Bastion’s global board.
- Nashville will be positioned as the North American hub for the new company.
- The merged network lists Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS and Clayton Homes among its clients.
Connected Companies & Entities
8 Entities mapped““The numbers are telling their own story: WPP has lost 87% of its market value from peak."...”
““The numbers are telling their own story: ... Dentsu is down 75%."...”
“The new company counts Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS, and Clayton Homes among its clients....”
“The new company counts Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS, and Clayton Homes among its clients....”
“The new company counts Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS, and Clayton Homes among its clients....”
“The new company counts Kellogg’s, United Airlines, Spotify, L’Oréal, Coca-Cola, MARS, and Clayton Homes among its clients....”
““The numbers are telling their own story: ... IPG has been absorbed."...”
Ontology Mapping & Concepts
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