Hisense taps Bench Media to oversee integrated media strategy across ANZ

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.

Under the appointment, Bench Media will be responsible for integrated, full-funnel media strategy, planning and buying across Australia and New Zealand. The agency will work alongside Hisense’s existing network of specialist partners to support the brand’s next phase of growth in the highly competitive consumer electronics market.

Bench Media was selected for its integrated, strategy-led approach to media, which combines brand and performance under a single planning framework, as well as its ability to align global brand ambition with local market execution.

Nate Vella, head of strategy at Bench Media, said the partnership reflects a shared view on how media effectiveness should be achieved.

“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,” he said.

The appointment comes as Hisense sharpens its focus on increasing brand salience and consideration earlier in the purchase journey, while translating global brand platforms into locally relevant, performance-driven outcomes across the region.

The company has recorded strong momentum in ANZ across home entertainment and white goods categories, supported by immersive product experiences, accessible innovation and global partnerships, including FIFA. Hisense is now focused on strengthening long-term brand equity while continuing to drive measurable sales growth across both retail and e-commerce channels.

Meanwhile, Michelle Wee, general manager of marketing for ANZ at Hisense, said the decision was driven by the need for a more connected and accountable media approach.

“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 entire consumer journey, from early-stage brand consideration to retail conversion and post-purchase engagement. This will include an emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification.

The appointment also adds to Bench Media’s growing client portfolio across sectors including retail, technology, FMCG, health and education. Founded in Sydney, the agency is led by co-founders Ori Gold and Shai Luft and has evolved from its digital roots into a full-service media agency.