Nate Vella.
Global consumer electronics brand Hisense has appointed independent full-service media agency Bench Media 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.
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.
“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,” Vella said.
“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.”
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 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.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.