SYDNEY, AUSTRALIA — Global consumer electronics brand Hisense has appointed independent full-service media agency Bench Media as a key media partner within its integrated ANZ agency village, following a review.
The appointment sees Bench play a key role in integrated, full-funnel media strategy, planning and buying, working alongside Hisense’s broader network of specialist agency partners to support the brand’s next phase of growth in the highly competitive consumer electronics category.
Bench Media was appointed for its integrated, strategy-led approach to media, combining brand and performance under a single planning framework, and its ability to connect global ambition with local execution at speed.
Nate Vella, Head of Strategy, Bench Media, said the partnership reflects a shared belief that modern media effectiveness comes from consistency, not complexity.
Vella said: “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.”
The partnership comes as Hisense sharpens its focus on building brand salience, increasing consideration earlier in the purchase journey, and translating global brand platforms into locally relevant, performance-driven outcomes across ANZ.
Hisense has seen strong momentum in the region across home entertainment and white goods, built around immersive experiences, accessible innovation and global cultural relevance, and supported by major global partnerships including FIFA. The brand is now focused on strengthening long-term brand equity while continuing to drive measurable sales growth across retail and e-commerce.
Michelle Wee, General Manager Marketing ANZ at Hisense, said the appointment was driven by the need for a more connected and accountable media approach as the brand continues to evolve in the region.
“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,” Wee said.
“Bench demonstrated a clear understanding of our category, our customers and the role media needs to play across the full consumer journey, working effectively and collaboratively within our broader agency ecosystem.”
The partnership will focus on strengthening Hisense’s presence across the full consumer journey, from early consideration and brand storytelling through to retail conversion and post-purchase engagement. This includes a strong emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification.
Hisense’s ANZ marketing strategy places particular importance on increasing brand consideration earlier in the purchase journey, where research, comparison and trust play a decisive role in final brand choice. Bench will work closely with Hisense’s teams and agency village to ensure media investment is aligned with these moments, while maintaining the flexibility to respond to cultural, sporting, and retail peaks throughout the year.
The appointment brings together best-in-class partners across disciplines, with Bench working collaboratively within Hisense’s agency ecosystem to help accelerate the brand’s next phase of growth across ANZ.
The appointment further strengthens Bench Media’s growing portfolio of clients across retail, technology, FMCG, health and education, as the full-service agency continues to position itself as a senior-led, independent alternative for brands seeking both strategic depth and accountable delivery.
Bench Media was founded in Sydney and is led by co-founders Ori Gold and Shai Luft. The agency has evolved from its digital roots into a full-service media agency, focused on connected planning, data-led decision making and measurable growth outcomes.
The appointment is effective immediately.
