Hisense appoints Bench Media to drive growth across ANZ

Global consumer electronics brand Hisense has appointed independent media agency Bench Media as a key partner in its ANZ agency village.

The appointment sees Bench play a key role in integrated, full-funnel media strategy, planning and buying. The agency will work alongside Hisense’s network of specialist partners to support the brand’s next phase of growth in the highly competitive consumer electronics category.

Bench Media was appointed for its strategy-led, integrated approach, combining brand and performance while linking global ambition with fast, effective local execution.

Consistency, not complexity

Nate Vella, Bench Media head of strategy, says the partnership reflects a shared belief that modern media effectiveness comes from consistency, not complexity.

“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,” Vella adds.

Locally relevant and performance-led

The partnership aligns with Hisense’s focus on building brand salience, driving earlier consideration and translating global platforms into locally relevant, performance-led outcomes across ANZ.

Michelle Wee, general manager marketing ANZ at Hisense, says 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.

“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,” says Wee.

The partnership will also have a strong emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification.

The appointment is effective immediately.

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