Bastion Shine appoints Luke Farmer to Head of Business Development / Group Business Director

Bastion Shine has brought on Luke Farmer to lead the Air New Zealand account and spearhead new business development.

Farmer is tasked with overseeing one of the country’s most recognised brands, while also helping expand Bastion Shine’s services across creative, media, design, PR, social, experiential, and digital.

An industry leader with over 20 years of experience in the industry, Farmer has worked with both New Zealand and international clients, building long-lasting brands through strategic, digital, and creative solutions. His background in running an integrated agency has given him a broad understanding of strategy, creative, digital, and media, while his entrepreneurial mindset ensures a strong focus on people, product, and profit.

Farmer joins Bastion Shine after a successful period consulting for various businesses. He has held roles at agencies including MediaWorks NZ, Crave Global, and Thinkerbell. Before Thinkerbell, he spent nearly a decade at Dentsu Creative, joining in 2012 as Managing Partner when it was Barnes, Catmur & Friends. During his tenure, he played a key role in growing the agency and establishing its reputation, achieving a #1 ranking in APAC and #3 globally on the APAC Effie Awards rankings. This success led to the agency’s acquisition by Dentsu in 2016, transitioning from BC&F Dentsu to what is now Dentsu Creative.

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