Independent marketing and communications agency, Bastion, has acquired digital creative shop, AnalogFolk Australia, in a move group CEO Jack Watts said is about "adding credibility in the digital brand experience space".

With "twenty plus" acquisitions already under Bastion's belt since in launched in 2009, Watts said cultural synergy was a major factor in the deal, citing AnalogFolk's "maverick mindset" and "client-first" approach. The latter shed its global ownership only a year ago when CEO Matt Robinson and chief strategy officer Ben Hourahine staged a management buyout.

The deal, of which the value was not disclosed, will see the AnalogFolk name absorbed into the Bastion brand, with talent divvied up across Bastion's existing capabilities, including advertising, customer experience, technology experience and consulting.

Robinson, who takes on a new role as Managing Director Digital Brand, said that post-buyout AnalogFolk Australia had been exploring a wide range of partnerships that could enhance its offering and capabilities.

“Bastion, with its wide array of deep specialists under one roof, from creative, code, data, research, PR and social, reputation, strategy, experiences and beyond, offers the perfect ecosystem for our clients to benefit from the enhanced scale, while staying true to the independent and innovative capabilities of AnalogFolk.”

Hourahine, who assumes the role of Chief Strategy Officer Digital Brand, said: “We're really excited to bring our clients and agency into this dynamic and innovative network, with a shared vision for the future of brand marketing in digital spaces. It gives us the true scale and global reach we’ve been craving while maintaining the entrepreneurial spirit and agility that have been hallmarks of our journey so far."

Watts said AnalogFolk's deep digital and creative experience would be a welcome addition to Bastion's integrated offering as clients "wrestle with how they manifest their marketing and advertising projects and growth mindset into digital channels".

"“Our vision is to not just be the biggest independent agency in the region but the best. Welcoming AnalogFolk Australia into the Bastion family is a significant milestone on that journey and an opportunity for us together to redefine the landscape of digital marketing services," he said.

- Additional reporting by Kalila Welch