Global consumer electronics giant Hisense has appointed Bench Media as a key media partner for its Australia and New Zealand (ANZ) operations. This strategic move follows a comprehensive review and aims to bolster Hisense’s media strategy within the highly competitive consumer electronics sector.
The collaboration will see Bench Media play a crucial role in developing and executing a full-funnel media strategy, working in tandem with Hisense’s network of specialist agency partners. This partnership is expected to support Hisense’s growth ambitions in the ANZ region, leveraging Bench Media’s integrated, strategy-led approach to media planning and buying.
Strategic Media Partnership
Bench Media was selected for its ability to seamlessly integrate brand and performance strategies under a unified planning framework. The agency’s capacity to align global ambitions with local execution was a significant factor in its appointment.
“Hisense is at an important inflection point in ANZ. It’s a brand with serious global scale, strong product suits and cultural relevance, particularly through sport and entertainment,” said Nate Vella, Head of Strategy at Bench Media.
According to Vella, the partnership aims to connect Hisense’s global strengths with everyday life in Australia and New Zealand, driving both brand and business outcomes.
Focus on Brand Salience and Performance
The partnership comes as Hisense intensifies its focus on enhancing brand salience and increasing consumer consideration earlier in the purchase journey. The brand is committed to translating its global brand platforms into locally relevant, performance-driven outcomes across ANZ.
Hisense has experienced significant momentum in the region, particularly in home entertainment and white goods, thanks to its emphasis on immersive experiences and accessible innovation. The brand’s major global partnerships, including with FIFA, have further bolstered its cultural relevance.
Michelle Wee, General Manager Marketing ANZ at Hisense, stated, “As our brand continues to grow in Australia and New Zealand, it was important for us to partner with an agency that could bring together strategic thinking, local market understanding and measurable performance.”
Integrated Media Approach
The partnership with Bench Media will focus on strengthening Hisense’s presence throughout the entire consumer journey. This includes early consideration, brand storytelling, retail conversion, and post-purchase engagement. A digital-first planning approach, retail media integration, data-led optimization, and sponsorship amplification are key components of this strategy.
Hisense’s ANZ marketing strategy places significant importance on increasing brand consideration earlier in the purchase journey, where research, comparison, and trust play decisive roles in final brand choice. Bench Media will collaborate closely with Hisense’s teams and agency network to ensure media investments align with these critical moments.
Bench Media’s Growing Influence
The appointment of Bench Media as Hisense’s key media partner in ANZ further strengthens the agency’s growing portfolio. Bench Media, founded in Sydney by Ori Gold and Shai Luft, has evolved from its digital roots into a full-service media agency. The agency is known for its connected planning, data-led decision-making, and focus on measurable growth outcomes.
This partnership not only highlights Bench Media’s strategic depth but also underscores its position as a senior-led, independent alternative for brands seeking accountable delivery.
The appointment is effective immediately, marking a new chapter in Hisense’s efforts to expand its market presence and drive sales growth across retail and e-commerce in ANZ.
As Hisense continues to evolve in the region, the collaboration with Bench Media is expected to play a pivotal role in accelerating the brand’s next phase of growth, ensuring it remains competitive and relevant in the dynamic consumer electronics landscape.
