Geely Auto Australia has appointed independent agency Bastion to manage its creative and media accounts following a review of its agency roster. The move comes a year after Geely’s initial Australian agency appointments, as the brand sharpens its go-to-market strategy while retaining Dentsu for social and PR.
Geely Auto Australia has appointed independent agency Bastion to handle its creative and media duties, following a review of its agency roster that signals a shift in how the Chinese carmaker is structuring its Australian marketing operations as it prepares for long-term growth in the local market. The decision comes barely a year after Geely named Havas Host as its creative agency and Havas Media as its inaugural Australian media partner in late 2024, highlighting the pace at which the brand is reassessing its go-to-market approach.
The change follows a competitive pitch process across Geely’s media, creative and public relations accounts. As a result of the review, Bastion will now take responsibility for both creative and media, while Dentsu will continue to work with the automotive brand across social and PR. Geely was contacted for comment, and while the company has not formally outlined the reasons behind the decision, it is understood that the pitch was driven largely by Geely’s fast-moving procurement cycle, rather than dissatisfaction with incumbent partners.
For a relatively new entrant to the Australian automotive landscape, the move reflects the complex balancing act facing global carmakers as they establish themselves in a crowded and highly competitive market. Geely began laying the foundations for its Australian debut last year, assembling its initial agency roster as part of a broader effort to localise its brand and prepare for launch. Havas Host and Dentsu were among the first agencies appointed, with Havas Media stepping in as the brand’s first dedicated media partner in the country.
Havas’ creative appointment was formally confirmed early in the New Year, just four months ahead of Geely’s local debut at Sydney’s Luna Park. That launch marked a major milestone for the brand, introducing Australian audiences to a new name backed by one of China’s largest automotive groups. Shortly after, Geely rolled out its ‘Me Time’ campaign, a light-hearted execution that focused on interior comfort and personal space, positioning the brand as one that understood the emotional and experiential side of driving rather than leaning solely on performance or price.
The decision to revisit its agency lineup so soon after launch underscores both the ambition and urgency behind Geely’s Australian plans. As electric vehicles and hybrid technology reshape consumer expectations, newer brands are under pressure to establish clarity, consistency and cut-through quickly. This has prompted many to favour agency models that promise tighter integration between creative and media, greater speed to market and more flexible commercial arrangements.
Bastion’s appointment places the independent agency at the centre of that ambition. The agency has been enjoying a period of momentum and transformation of its own, making it a timely partner for a brand looking to move fast and scale with confidence. Recently, Bastion expanded its national footprint with the opening of a Brisbane office, signalling its intent to deepen its presence across key Australian markets. The expansion coincided with the elevation of former Omnicom Media Group Asia-Pacific executive Cheuk Chiang to the role of group chief executive officer, a move that brought additional global and regional leadership experience into the business.
Alongside Chiang’s appointment, Bastion has also reshaped its senior leadership structure. Co-founder and former group lead Jack Watts transitioned into an executive director role, a change described internally as ushering in a “new era” for the agency. The shift reflects a generational change in leadership and a renewed focus on building integrated capabilities that can serve complex, multi-channel clients such as automotive brands.
A significant part of that capability build has been Bastion’s move into media. In June, the agency appointed Clemenger BBDO’s chief media officer, Anna Cherry, to lead its newly launched media offering. Cherry brings deep experience in media strategy and investment, and her appointment was seen as a statement of intent as Bastion sought to compete more directly with established media agencies. Geely will now be one of the first major clients serviced by this new media function, making the automotive account an important proving ground for Bastion’s expanded proposition.
For Bastion, the Geely win represents both a commercial and symbolic boost. Automotive clients are among the most demanding in the marketing industry, requiring a balance of long-term brand building, launch activity and always-on performance media. Securing responsibility for both creative and media allows Bastion to demonstrate the value of integration at a time when advertisers are questioning traditional agency silos and looking for partners who can deliver joined-up thinking.
From Geely’s perspective, the move aligns with the broader strategy of Geely Holding, the parent group behind a growing portfolio of global automotive brands. Geely Holding owns or oversees marques including Smart, Polestar, Zeekr, Lynk & Co and Sweden’s Volvo Cars, each of which operates with its own distinct positioning while benefiting from shared technology and scale. This multi-brand environment has fostered an approach that values agility and rapid iteration, traits that are increasingly influencing how marketing partnerships are selected and reviewed.
Australia represents an important test market for many global automotive brands, combining high levels of competition with a consumer base that is both brand-conscious and open to new entrants, particularly in the electric and hybrid segments. For Geely, establishing strong brand awareness and differentiation early will be critical as it looks to carve out space alongside established players and other Chinese marques entering the market.
The decision to retain Dentsu across social and public relations suggests a desire for continuity in areas closely tied to community building and reputation management, while using Bastion’s integrated creative and media capabilities to drive broader brand storytelling and reach. This hybrid model reflects a pragmatic approach, allowing Geely to draw on different strengths rather than consolidating all activity under a single supplier.
While agency changes so close to launch can be seen as disruptive, they are increasingly common among fast-growing brands operating under global procurement frameworks. In many cases, local market teams are expected to demonstrate performance quickly and are empowered to review partners as strategies evolve. For agencies, this creates both opportunity and risk, rewarding those that can mobilise quickly and adapt to changing client needs.
As Geely continues to build its presence in Australia, the success of its partnership with Bastion will be closely watched. For Bastion, the account offers a platform to showcase its new leadership, expanded media capabilities and integrated thinking. For Geely, it represents another step in refining its local approach as it seeks to translate global scale into meaningful connections with Australian consumers.
