Bastion out as Microsoft shifts social media to APAC HQ
Bastion has lost the Microsoft and Xbox account
Microsoft Australia has parted ways with its social media agency Bastion as part of a global restructuring of its enterprise and Xbox marketing functions, Mumbrella has learned.
The global technology giant, which is currently competing with generative AI leaders to promote its Copilot agent, has reportedly moved its social media function to its regional headquarters in Singapore, which oversees the Asia Pacific market.
In response to questions about whether Bastion continues to work with Microsoft in any capacity, a spokesperson for the agency said: “This change was due to a re-alignment of agency partners at a global level that is now managed out of Microsoft’s headquarters in each of the USA, EMEA & APAC regions.”
Both Bastion and Microsoft were contacted repeatedly for further clarification about the changes.
Bastion has worked with Microsoft and its Xbox brand for several years, handling social and experiential activities, and listed the client in its press releases as recently as February 11.
Among its most notable work was for Xbox’s Forza Horizon 5, which included a stunt where a Polaris buggy was dropped from the sky at a height of 4,500 feet.
Microsoft’s last major advertising campaign in Australia, launched in July last year, focused on Copilot+ PCs and featured entrepreneur, Shark Tank judge, and business mentor Jane Lu.
The campaign was executed in partnership with Sydney independent creative agency Giant Squid.
At the end of 2024, Microsoft reportedly restructured its public relations operations in Australia, with reports suggesting it moved from Herd MSL to the global agency of record, Edelman, for its local market communications.
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