HISENSE TAPS BENCH MEDIA TO POWER ANZ GROWTH

Hisense has appointed Bench Media as a key media partner in Australia and New Zealand following a review. The partnership will focus on integrated, full-funnel strategy, combining brand and performance to drive consideration, retail conversion and long-term equity in the competitive consumer electronics market across the region.

In the fiercely competitive consumer electronics market, where product innovation alone is no longer enough to win customer loyalty, global brand Hisense is sharpening its focus on how it connects with consumers across every stage of the buying journey in Australia and New Zealand. Following a recent review, the brand has appointed independent full-service media agency Bench Media as a key media partner within its integrated ANZ agency village, signalling a strategic shift toward more connected, accountable and full-funnel media thinking.

The appointment positions Bench Media at the centre of Hisense’s evolving regional marketing strategy, where brand building and performance are no longer treated as separate functions but as parts of a single, unified planning framework. Bench will play a central role in integrated media strategy, planning and buying, working alongside a network of specialist agencies to support Hisense’s next phase of growth across ANZ.

For Hisense, the timing is significant. The brand has built strong momentum in the region across home entertainment and white goods categories, underpinned by its global scale, immersive product experiences, accessible innovation and high-profile cultural partnerships, including its association with FIFA. However, as the category becomes increasingly crowded and consumers spend more time researching, comparing and seeking reassurance before making purchase decisions, the brand is turning its attention to strengthening long-term brand equity while continuing to drive measurable sales growth across retail and e-commerce channels.

Bench Media’s appointment reflects this need for a more integrated approach. Known for its strategy-led philosophy and ability to combine brand and performance thinking, the Sydney-founded agency was selected for its capacity to translate global ambition into local execution at speed, while maintaining consistency across touchpoints.

Nate Vella, Head of Strategy at Bench Media, believes the partnership is rooted in a shared understanding of how modern media effectiveness is achieved. “Hisense is at an important inflection point in ANZ. It’s a brand with serious global scale, strong product suites 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,” he said.

This philosophy of consistency over complexity underpins the approach Bench plans to bring to the partnership. Rather than fragmenting media into isolated channels or campaigns, the agency will focus on aligning activity across the full consumer journey, from early brand storytelling and consideration through to retail conversion and post-purchase engagement.

Michelle Wee, General Manager Marketing ANZ at Hisense, said the decision to appoint Bench was driven by the brand’s need for a partner that could bring together strategic thinking, local market insight and measurable performance in a cohesive way. “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,” she 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.”

A key focus of the partnership will be increasing brand consideration earlier in the purchase journey. In categories such as televisions, refrigerators and appliances, consumers often spend weeks researching options, reading reviews and comparing brands before stepping into a store or clicking ‘buy’. Hisense’s strategy recognises that influencing these early moments of research, comparison and trust-building is critical in determining final brand choice.

Bench will therefore place strong emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification. The agency will also ensure media investment is aligned with key cultural, sporting and retail peaks throughout the year, maintaining the flexibility needed to respond to moments when consumer attention and purchase intent are at their highest.

The collaboration extends beyond traditional media buying into a broader, more connected ecosystem, where Bench works closely with Hisense’s internal teams and other agency partners. This integrated “agency village” approach aims to ensure that global brand platforms are translated into locally relevant, performance-driven outcomes that resonate with audiences across ANZ.

For Bench Media, the appointment adds to a growing roster of clients across retail, technology, FMCG, health and education sectors. Founded in Sydney by co-founders Ori Gold and Shai Luft, the agency has evolved from its digital roots into a full-service media partner known for connected planning, data-driven decision-making and accountable growth outcomes. The Hisense partnership reinforces its positioning as a senior-led, independent alternative for brands seeking both strategic depth and delivery rigour.

As Hisense looks to the future in ANZ, the focus is not simply on being present across channels, but on being relevant, consistent and measurable at every touchpoint. By aligning brand storytelling with performance-driven media and retail integration, the brand aims to move beyond short-term sales spikes toward sustained brand salience and consumer trust.

In a category defined by rapid innovation and intense competition, Hisense’s decision to invest in a more connected media strategy reflects a broader industry shift. Success is increasingly determined not just by what brands sell, but by how effectively they show up in the everyday lives of consumers. With Bench Media now embedded within its agency village, Hisense is betting that a unified, full-funnel approach will help turn global strength into local growth across Australia and New Zealand.