Hisense names Bench Media to drive brand and performance across ANZ

Global consumer electronics brand Hisense has appointed independent full-service agency Bench Media as a key media partner across Australia and New Zealand, following a review.

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

The agency 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.

Nate Vella, head of strategy at Bench Media, said the partnership reflects a shared belief that modern media effectiveness comes from consistency rather than 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 said.

The appointment 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 regional momentum across home entertainment and white goods, supported by immersive experiences, accessible innovation and major global partnerships, and is now looking to strengthen 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 business was seeking 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 consumer journey, from early consideration and brand storytelling through to retail conversion and post-purchase engagement, with a strong emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification.

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 business, focused on connected planning, data-led decision-making and measurable growth outcomes.

The appointment is effective immediately.