Bastion Collective, Australia’s largest independent communications group, has just launched a new arm, Bastion Interactive, a specialist interactive experience agency.

Bastion Interactive strengthens the already broad capabilities within Bastion Collective by offering dedicated interactive design and technology-based production capabilities. Its specialty is designing and building interactive experiences that shape brands and drive commercial growth – this includes digital campaigns, websites, apps and chatbots.

Bastion Interactive will be headed up by Richard Lloyd, ex Managing Director of DDB Tribal in Sydney and Melbourne, and more recently Head of Digital at Bastion BANJO. He will report into Alex Carr, CEO of Bastion BANJO, in partnership with Ben Lyttle, founding partner of Bastion BANJO.

Alex says, “Rich is not only a bloody lovely guy but a very talented operator and I am really pleased that we can give him the opportunity to lead and grow his own business within the wider Collective. He will continue to be very closely aligned with the Bastion BANJO business and I am sure he will make a great success in this new venture”.

Rich says, “I’ve worked in creative agencies that drive desire but don’t care about online conversion. I’ve worked in interactive agencies that drill down on conversion but have no idea about brand-building. Clients’ internal siloes are often not much better either. We built Bastion Interactive to straddle those conversations and build brands from both the networks that pervade our world and the narratives needed to sell the brand.”

Bastion Interactive already works for such clients as Microsoft, NSW Government and AIA.

The move to create Bastion Interactive with a focus on technology-led experiences continues the significant growth of Bastion Collective over the past 18 months now with 250 staff across offices in Melbourne, Sydney, LA and New York City.

Jack Watts, CEO of Bastion Collective says ‘The creation of Bastion Interactive, backing in a talented operator like Rich reflects the growth in our service offering to our clients and the digital and technology first mindset they are looking for from us in every piece of work. We look forward to growing Bastion Interactive as a core pillar of the wider Collective.’

Bastion Interactive will look to rapidly expand its client portfolio by complementing Bastion Collective’s wider offering including market research, data and analytics, creative, PR and social, corporate communications, sponsorship and experiential, video production and Asia marketing.

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