---
title: "Bastion vs VML: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Bastion or VML? Compare estimated monthly branded-search demand and Share of Search inside the Creative and Integrated Agencies set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/compare/bastion-vs-vml-new-zealand"
publisher: "Brandwave"
---

# Bastion vs VML: Which is more popular by branded search in New Zealand?

Which is more popular in search, Bastion or VML? Compare estimated monthly branded-search demand and Share of Search inside the Creative and Integrated Agencies set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: Bastion and VML
- **Competitive set**: Creative and Integrated Agencies
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Bastion Share of Search**: 10.1%
- **VML Share of Search**: 4.2%

## Which is more popular in search, Bastion or VML?

- In August 2026, Bastion had more branded searches than VML among creative and integrated agencies in New Zealand. Bastion was estimated to have 1.1K branded searches compared to VML’s 440, and held a 10.1% Share of Search versus VML’s 4.2%.
- The lead changed hands once in the 11 months ending August 2026: Bastion took it in November 2025.
- Across the 11 months ending August 2026, Bastion’s estimated Share of Search among creative and integrated agencies in New Zealand moved from 9.2% to 10.1%, and its estimated monthly branded searches moved from 1K to 1.1K.
- Across the 11 months ending August 2026, VML’s estimated Share of Search among creative and integrated agencies in New Zealand moved from 10.4% to 4.2%, and its estimated monthly branded searches moved from 1.1K to 440.

## How did search popularity change for New Zealand creative and integrated agencies in August 2026?

- In August 2026, Bastion overtook McCann New Zealand to rank 2nd among creative and integrated agencies in New Zealand, at 10.1%.
- Estimated monthly branded searches for VML in New Zealand fell 61.4% over 11 measured months, from 1.1K to 440 in August 2026.

## Month by month

| Month | Bastion estimated searches | Bastion Share of Search | Bastion rank | VML estimated searches | VML Share of Search | VML rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1K | 9.2% | 4 | 1.1K | 10.4% | 3 |
| Nov 2025 | 890 | 8.8% | 3 | 630 | 6.3% | 4 |
| Dec 2025 | 590 | 7.6% | 3 | 360 | 4.6% | 7 |
| Jan 2026 | 600 | 6.4% | 3 | 390 | 4.1% | 7 |
| Feb 2026 | 1.4K | 13.8% | 2 | 450 | 4.5% | 7 |
| Mar 2026 | 1.1K | 8.9% | 2 | 500 | 4% | 10 |
| Apr 2026 | 700 | 7.1% | 4 | 400 | 4% | 10 |
| May 2026 | 1.1K | 11.5% | 2 | 460 | 4.7% | 8 |
| Jun 2026 | 990 | 9.9% | 3 | 490 | 4.9% | 9 |
| Jul 2026 | 810 | 8.7% | 3 | 430 | 4.6% | 8 |
| Aug 2026 | 1.1K | 10.1% | 2 | 440 | 4.2% | 8 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Bastion’s and VML’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

- **Bastion**: Measured on the search terms “bastion aotearoa”, “Bastion Design” and “bastion shine”, summed into one figure.
- **VML**: Measured on the search terms “vml”, “vml agency”, “vml auckland”, “vml new zealand”, “vml nz”, “vml wellington”, “vmly&r” and “wunderman thompson nz”, summed into one figure.

- [Bastion profile](/demand/nz/brands/bastion)
- [VML profile](/demand/nz/brands/vml-new-zealand)
- [All creative and integrated agencies in New Zealand](/demand/nz/categories/creative-integrated-agencies): The set both shares are measured inside, 16 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Bastion or VML?

In August 2026, Bastion had more branded searches than VML among creative and integrated agencies in New Zealand. Bastion was estimated to have 1.1K branded searches compared to VML’s 440, and held a 10.1% Share of Search versus VML’s 4.2%.

## Cite this page

Brandwave. "Bastion vs VML: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/bastion-vs-vml-new-zealand

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/bastion-vs-vml-new-zealand. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.