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Bastion managing director of growth Matt McCann shares his insights with Marketing Mag, unpacking why obsessive understanding trumps everything when it comes to winning the game of attention and memorability.
We’ve always believed that across any sector, you can’t give authentic feedback without understanding the day-to-day business, otherwise, all you are offering is concepts rather than true business outcomes. In everything we do, we want to drive holistic value for our clients, from brand impact to purchase intent. Our aim is to create an experience ecosystem from end to end.
Over the past six years, we’ve transformed our model from a primarily sports-focused business to a full-service experiential offering. This is just the beginning as we expand and deepen our expertise to provide even greater value and insight.
Today, our business delivers around 150-200 experiences annually, ranging from intimate, curated events to large-scale spectacles like the Grand Prix with Ferrari. With each experience, one thing becomes clear: creating a flawless guest journey is paramount. And when it comes to crafting memorable moments, the food and drinks experience plays a critical role in the outcome. Every touchpoint matters, and we always keep sight of that.
Understanding is everything
The beverage sector is so diverse these days, from non-alcoholic to alcoholic-based drinks, and all these brands talk to completely different segments. To engage these audiences, you must create experiences that speak to what they want. Having a team with deep expertise in hospitality and beverages is a game-changer because they understand both the on-premises and off-premise dynamics. A strong team will ensure every consumer touchpoint is on-brand and hits the right notes, making the whole experience more impactful.
The initial idea of creating an agency village is based on providing and owning the full end-to-end experience for our clients and having one seamless approach. We now offer existing and new clients a depth of knowledge in the space with more than 21 years of experience in the industry. Now, we can take this knowledge and understanding, along with our expertise in the experiential space to the beverage industry.
Specialist knowledge and a personal connection leave a lasting impression
Having a team that truly knows the ins and outs of the industry is key to pulling off successful brand activations, especially when it comes to experiential marketing. With consumers looking for more authentic, immersive experiences, the expertise behind brand management and event activations has become more important than ever. Bastion’s recent launch of its Drink’s Agency Village shows just how powerful it can be to tap into specialised knowledge to make a brand stand out and connect with people in a real way. Our team of 20-plus has a deep, personal connection to the industry, with experience ranging from running small bars in Sydney to owning pubs in Melbourne. Each of our team members plays an active role in the drinks space and continues to contribute to the growth and success of the industry.
We have a lot of exciting things ahead, and with the launch of our Drinks Village, we’re taking the Bastion Experience to the next level. While the Drinks Village is centred around the beverage industry, it’s much more than just that – it allows us to enhance our clients’ overall experience under one roof. It’s about connecting with diverse audiences and creating unique, unforgettable moments. By deeply understanding the beverage landscape, we can craft immersive activations that build brand loyalty, boost engagement and help brands stand out in a competitive market. With the launch of the Drinks Village, we’re adopting a more holistic approach, offering everything from perfect drink pairings to unforgettable experiences and brand advocacy across various industries – from arts and culture to sports. With the right team in place, we’re focused on creating experiences that make brands shine and leave a lasting impression.
Matt McCann is the managing director of growth at Bastion, a full-service marketing and communications agency with a team of 350-plus across Australia, New Zealand and the US.
Also, check out the experiential work delivered by Niche Content for Australian Design Review and Tongue and Groove to see how a deep understanding can be applied in niche markets like interiors and architecture.