Bastion Shine is New Zealand’s leading strategic and creative consultancy.

Cheuk Chiang Chief Executive Officer, ANZ

Cheuk Chiang, the CEO of Bastion, ANZ, spearheads one of the leading independent marketing and communication agencies in Australasia. With a career deeply rooted in innovation and leadership across creative, media, data, and technology, Cheuk has consistently pushed boundaries and driven success.

Prior to his current position, Cheuk held pivotal roles, including CEO, Asia Pacific for Dentsu Creative, and CEO, Greater North APAC for Dentsu. His journey into the realm of data and technology began with the chairing of Mutiny, where he capitalised on artificial intelligence and machine learning. Before Mutiny, Cheuk showcased his prowess at Omnicom, serving as CEO, APAC at Omnicom Media Group and CEO, APAC for PHD, where he orchestrated remarkable growth, expanding PHD from 3 offices to 21 and leading OMD and PHD to over 130 local and regional agency of the year awards across the Asia Pacific region. His tenure at Cummins & Partners witnessed an era of unprecedented success, marked by numerous agency of the year awards and ground breaking campaigns, with the agency later acquired by Sapient Nitro.

Before his tenure at Cummins, Cheuk made substantial contributions at Leo Burnett Singapore as Regional Account Director, notably driving the Asia Pacific Breweries account to become one of Burnett's largest clients in the region. Throughout his illustrious career spanning three decades, Cheuk has worked with an array of esteemed brands including Apple, ANZ Bank, Coca-Cola, GSK, Heineken, Kmart, Mars, Myer, Nestle, Unilever and VW. His industry accolades include being recognised as Media Magazine's Suit of the Year in 2002 and Agency Innovator of The Year by the Internationalist Magazine in 2010.

Cheuk's commitment to innovation and creativity is further evidenced by his roles as a judge at the Cannes Lions International Festival of Creativity and his chairmanship and presidency of esteemed industry awards such as the APAC Effie Awards and Spikes Asia Media jury. In 2015, Campaign Asia honoured Cheuk as the Asia Pacific Agency Head of the Year, a testament to his ongoing impact and leadership. His influence continued to flourish in subsequent years, with appointments as Chairman of the APAC Effie Committee in 2017 and President of the Dubai Lynx Media jury in 2018. Cheuk remains a steadfast advocate for driving creativity and innovation within the industry.

Toby Sellers Creative Managing Director NZ

Toby is a senior agency leader with 25 years of experience working in New Zealand and London with leading global companies. His career began at DDB Aotearoa before moving to DDB London, while in London he also spent time with Havas and McCann. Returning to New Zealand in 2011, Toby joined FCB where he spent 11 years in senior roles and was promoted to Managing Director in 2019. Toby joined Bastion Shine in 2023 as Managing Director of the Creative Business.

During his career, Toby has worked with a diverse range of leading global and local NZ brands including, Air New Zealand, McDonald’s, Nestle, Kraft Heinz, Volkswagen, BMW, Audi, Jaguar, Budweiser, Samsung, Mitre 10, SKY TV, Foodstuffs and Genesis. Toby’s passion is building high-performing work cultures and long-term client partnerships that deliver sustained business success. He’s also an advocate for the power that creativity can bring to business when a transformational idea is adopted into the heart of an organisation.

Much of Toby’s career has been spent in integrated marketing agency groups, so he is a champion of creating high-functioning, multi-disciplinary teams that can positively influence all areas of a business and brand through communications and customer-led experiences and solutions.

Rich Maddocks Chief Creative Officer NZ

Richard is one of Australasia’s most renowned and sought-after creative leaders. Over a distinguished thirty-year-career he has compiled a body of work that has been recognised globally for its creativity, and effectiveness. A copywriter by trade, Richard has a long-held passion for collaboration in every sense of the word; a believer in opening up both the strategic and creative process in the hunt for both deeper insights, and a more prolific output of ideas. Building from his experience in branding and communications, over the years Richard’s skillset has been called upon to successfully collaborate on NPD, innovation, and community behavior change. He has sat on the BBDO world-wide creative board, served as Chairman of AWARD Asia Pacific, VP of the Communications Council of Australia and has convened and judged both global and local award shows

Andy McLeish Chief Strategy Officer NZ

Andy McLeish is a partner and head of strategy at Bastion Shine. A well respected marketing and strategy leader, Andy spent over a decade in senior marketing and innovation director roles within businesses as diverse as Fletcher Building and NZ Lotteries. Andy then spent five years as Head of Strategy at Colenso BBDO, working across many of New Zealands’ largest and most successful brands and helping put that agency in the top 5 most effective agencies in the world for three years running. Over that time he was also ranked in the top 3 strategists globally. Andy has also spent time as an independent consultant to a number of businesses in the areas of innovation, strategic roadmapping, brand, corporate strategy and purpose. He is now a partner at Bastion Shine in New Zealand, working with many corporates and exciting startups and entrepreneurs. He also sits on advisory boards with his specialist expertise being brand, innovation and business growth strategy.

Annabelle Pitkin General Manager, Bastion Shine

Melissa Hill Chief Operations Officer

Melissa has over twenty years working in the advertising industry, and has worked for all the global networks. At Bastion Shine we are mindful of the careful balance between creativity and return on investment which is why we strive for innovative remuneration models that incentivise behaviours and interactions as business partners, rather than the traditional agency/client relationships.

Danny Carlsen Head of Design

Danny’s passionate about blending creativity with clever thinking to transform the way people experience brands. His belief is that design is an integrated, strategic, and vital component to propel businesses to be more relevant and disruptive. Over the last 17 years he’s had the privilege to build solid relationships with brave clients, to deliver memorable experiences for some of the world’s largest brands. As well as winning local and international awards for packaging, art direction, interior design and branding Danny's work has been featured across international design blogs, websites, magazines and design books.

Joanna James General Manager Amplify

Joanna heads Amplify New Zealand, Bastion Shine’s integrated communications team, specialising in communications strategy, PR, media relations, influencer marketing, content and social media. A results-driven senior consultant, Jo ensures business and PR strategies are closely aligned and executed through creative tactical implementation. Jo has delivered award-winning integrated campaigns for some of Aotearoa’s most loved brands, as well as guiding organisations facing complex reputation challenges. She has extensive agency-leadership experience in corporate and consumer communications across the technology, financial, travel, education, health and energy sectors.

Jodi Willocks Managing Director Wellington NZ

Jack Watts Group CEO

Since 2019, Jack has led and driven Bastion’s growth to become the largest independent Agency in Australasia with a growing presence in the USA. As Group CEO, Jack is hands on day-to-day with Bastion’s global team, client base, service and geographical expansion. Jack is driven to ensure that anyone – client or colleague – that walks through one of the many yellow Bastion doors around the globe has a world class experience.

Fergus Watts Founder and Non-Executive Chairman

Thanks to his knack for understanding business quickly and creating growth opportunities, Fergus Watts has assisted some of Australia’s most dynamic companies in charting the future of their marketing and communications. First and foremost, Fergus believes that a company is nothing without quality people growing within it. He has even fostered his own education program, the Bastion Degree, to help turn visionary young workers into well rounded self-starters.