Non-bank lender, Prospa, has appointed independent media agency, Bench Media, as its full-service media partner across Australia and New Zealand, following a competitive pitch process.
The appointment will see Bench Media responsible for planning, negotiating and managing Prospa’s broader media investment across Australia and New Zealand, working alongside Prospa’s in-house marketing team to build brand awareness and consideration among small business audiences, support loan origination growth, and partner on new product launches.
As Prospa continues to scale its brand and product offering across both markets, the business was seeking a media partner with strong capabilities in modern media planning and buying, as well as a strong understanding of marketing requirements in the financial services category.
Bench Media’s data and insight-led approach to channel strategy, sophisticated audience targeting across the SME landscape, and ability to deliver value through media negotiation and placement were key factors in the appointment.
Deborah Kytic, director of marketing and customer growth at Prospa, said the appointment reflects the lender’s focus on driving more effective, accountable and future-facing media investment.
“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. We’re looking forward to working together to continue building Prospa’s brand and supporting our growth across Australia and New Zealand.”
Shai Luft, co-founder and COO at Bench Media, said there had been 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.
“Our experience delivering integrated, dynamic campaigns across an increasingly complex media environment, combined with a strong focus on measurement and emerging channels, will help ensure Prospa’s media investment continues to be effective, accountable and able to cut through as audience behaviour evolves.”
Prospa has supported more than 50,000 businesses across Australia and New Zealand, combining smart technology with a genuine commitment to making access to capital simple, fast and human for small business owners. Across both markets, Prospa has delivered more than $5 billion in small business funding to date.
The appointment is effective immediately.
