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Fergus Watts

Fergus Watts is the Chief Executive of Bastion Group and is one of the original three founders. Bastion Group is a group of specialist companies hell bent on reputation management. Who are you and what do you want to BE? are the central questions asked, answered, and executed through the Bastion Group companies; Undertow Media, theirspace, and Bastion Brands.

After an injury riddled four year career as an AFL footballer where belief and substance is part of everyday business, Fergus was appalled at the lack of passion in the corporate world where routinely ‘going through the motions’ seemed to be the prevailing mindset. Employees and consumers are desperately looking for something to believe in and the corporate world simply isn’t delivering often enough. Business is continually taking the wrong cues and generally lacking any unified sense of belief.

Life after elite sport saw Fergus join one of Australia’s premier branding agencies where he quickly gained a reputation as a ‘change agent’; challenging both the organisation and its clients to think differently. Fergus was promoted through the company and assumed responsibility for working with new clients developing engagement strategies for consumers within the mobile technology space.

The question screaming out at businesses to be answered is what can you BE for your tribe (customers & employees)? Identifying this belief is the first step to creating a business that people care about; creating a business that people want to and WILL belong to.

Driven by this passion, in 2008 Fergus created and started his own business.

Fergus is also a much sought after Key Note Speaker at conferences, corporate training, & other social & business gatherings. Fergus will challenge you to shake it up. His presentations will confront and inspire you to question exactly what it is that you believe in. It’s not about markets and margins; it’s far more basic than that. As sophisticated as we imagine ourselves to be, we still act and behave tribally.

The world is one massive connection of over informed, up to the minute media zealots and our job is to cut through the crap and hype and observe what’s really going on and what things really mean.

Fergus believes that in doing so, we can do what we’re paid to do – create organisational belief so employees and customers want to belong to the brand.