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Global consumer electronics giant Hisense has appointed Bench Media, an independent full-service media agency, as a pivotal media partner within its integrated agency network across Australia and New Zealand (ANZ). This strategic move follows a comprehensive review aimed at bolstering Hisense’s brand and performance growth in the competitive consumer electronics sector.
The appointment positions Bench Media to play a crucial role in Hisense’s integrated, full-funnel media strategy, planning, and buying. Working in tandem with Hisense’s array of specialist agency partners, Bench Media will support the brand’s next phase of expansion, leveraging its unique strategy-led approach that merges brand and performance under a unified planning framework.
Strategic Vision for Media Effectiveness
Nate Vella, Head of Strategy at Bench Media, emphasized that the partnership is rooted in a mutual understanding that modern media effectiveness is derived from consistency rather than complexity. Vella stated,
“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. The opportunity now is to connect that strength more clearly into everyday Australian and New Zealand lives, and to do it in a way that drives both brand and business outcomes.”
This collaboration comes as Hisense intensifies its efforts to build brand salience, increase consideration earlier in the consumer purchase journey, and translate global brand platforms into locally relevant, performance-driven outcomes across ANZ.
Driving Growth Through Innovation and Partnerships
Hisense has been experiencing significant momentum in the region, particularly in home entertainment and white goods. This growth is underpinned by immersive experiences, accessible innovation, and global cultural relevance, supported by major global partnerships, including with FIFA. The brand is now focused on reinforcing long-term brand equity while continuing to drive measurable sales growth across both retail and e-commerce channels.
Michelle Wee, General Manager of Marketing ANZ at Hisense, highlighted the necessity for a more connected and accountable media approach as the brand evolves in the region. Wee remarked,
“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.”
Comprehensive Consumer Journey Engagement
The partnership will concentrate on enhancing Hisense’s presence throughout the entire consumer journey—from early consideration and brand storytelling to retail conversion and post-purchase engagement. This strategy includes a strong emphasis on digital-first planning, retail media integration, data-led optimization, and sponsorship amplification.
Hisense’s marketing strategy in ANZ places a particular focus on increasing brand consideration earlier in the purchase journey, where research, comparison, and trust significantly influence final brand choices. Bench Media will collaborate closely with Hisense’s teams and agency network to ensure media investments are aligned with these pivotal moments while maintaining the agility to respond to cultural, sporting, and retail peaks throughout the year.
Implications for Bench Media and the Industry
The appointment further solidifies Bench Media’s growing portfolio of clients across various sectors, including retail, technology, FMCG, health, and education. As a senior-led, independent agency, Bench Media continues to position itself as a strategic partner for brands seeking both depth and accountable delivery.
Founded in Sydney by Ori Gold and Shai Luft, Bench Media has evolved from its digital roots into a full-service media agency, focusing on connected planning, data-led decision-making, and measurable growth outcomes. The partnership with Hisense is effective immediately, marking a significant step in Bench Media’s expansion and influence within the industry.
