Non-bank lender Prospa has appointed independent agency Bench Media as its full-service media partner across Australia and New Zealand, following a competitive pitch.
The partnership will see Bench Media lead planning, negotiation and management of Prospa’s media investment across both markets, working alongside the lender’s in-house marketing team to drive brand awareness, consideration and loan origination growth.
Supporting scale across ANZ
Prospa, which has delivered more than $5 billion in funding to over 50,000 small businesses across Australia and New Zealand, is seeking to further scale its brand and product offering across the region.
The business said it was looking for a partner with strong modern planning and buying capabilities, as well as experience navigating the regulatory and performance demands of the financial services category.
Bench Media’s data and insight-led approach to channel strategy, SME audience targeting and media negotiation were key factors in securing the appointment.
Deborah Kytic Image: Bench Media
Deborah Kytic, Director of Marketing and Customer Growth at Prospa, said the agency demonstrated a clear understanding of both the SME market and financial services marketing.
“Bench demonstrated a strong understanding of both the SME audience and the realities of marketing within financial services,” Kytic said.
“Their approach to audience strategy, channel planning and measurement stood out, as did their ability to balance innovation with rigour.”
Challenger mindset alignment
Shai Luft, Co-Founder and COO at Bench Media, said there was strong alignment between the two businesses from the outset.
“From day one, there’s been a strong alignment between our teams as challenger brands,” Luft said.
“We share a mindset of thinking differently, moving quickly and putting customers first, and we’re looking forward to helping Prospa plan its next phase of growth across ANZ through smart, data-led media.”
The appointment takes effect immediately.
Top Image: Shai Luft