BENCH MEDIA APPOINTS ANDREA SAMUEL AS STRATEGY LEAD TO DRIVE GROWTH

Bench Media has appointed Andrea Samuel as Strategy Lead, bolstering its strategic advisory capabilities. With over 20 years’ experience across global brands, Samuel will align business objectives with customer insights and media strategy. Her appointment reflects Bench’s commitment to helping clients navigate complexity and deliver stronger commercial outcomes.  

Independent full-service media agency Bench Media has appointed seasoned strategist Andrea Samuel as Strategy Lead, reinforcing its strategic advisory capabilities as the agency enters its next phase of growth. Samuel will lead the agency’s strategy offering, aligning business objectives with customer insights, market intelligence and media planning to deliver stronger commercial outcomes.

Samuel brings more than two decades of experience across Australia and Asia-Pacific, partnering with global brands including Samsung, L’Oréal, Ferrero, Abbott, Mondelēz, LVMH and Citi. Her work has been recognised with multiple industry awards, including Cannes honours and an Effie Award for Samsung’s Galaxy Camera campaign. She joins Bench at a time when marketers face mounting pressure to demonstrate measurable impact amid rapid technological change and shifting customer expectations.

Jessica Torstensson, Client Growth Director at Bench Media, said Samuel’s appointment strengthens the agency’s ability to connect business strategy, customer experience and media in a data-first, commercially focused way. Ori Gold, CEO and Co-Founder, added that Bench’s role has always been about solving business challenges, not simply buying media. He praised Samuel’s curiosity, strategic thinking and collaborative approach as qualities that will help clients unlock new opportunities and achieve stronger outcomes.

Samuel said she was drawn to Bench’s independent, strategic ethos and its ambition to help clients solve business challenges beyond marketing. She noted the agency’s reputation for combining independent thinking with measurable outcomes and expressed excitement about further strengthening that proposition. Her appointment underscores Bench’s continued investment in senior-led, independent strategy that integrates customer understanding, media investment, data and technology to support brands seeking measurable growth.