Hisense Visual concludes IP integrated marketing pitch for China

Chinese TV brand Hisense Visual has granted its 2025 IP integrated marketing business to GroupM’s agency Mindshare China following a competitive pitch in January 2025. The appointment will last for one year and it is a new business category for the brand. 

Leveraging its advanced insights into domestic high-end home appliance consumption trends and innovative practices in content marketing, Mindshare China will collaborate with Hisense Visual to deliver a holistic marketing solution for its flagship product, the high-end television, branded as "Peak Picture Quality, Gaming & Entertainment Flagship". The solution will encompass creative planning and omnichannel communication strategies.

A subsidiary of Hisense Group, Hisense Visual was successfully listed in 1997 and has maintained its position as one of the top-selling TV brands in China for over a decade. Amid the rise of China’s technological capabilities, Hisense Visual has reshaped the competitive landscape of the global large-screen market through proprietary technologies such as self-developed picture quality chips.

As the transition from “Made in China” to “Created in China” accelerates, Chinese brands are undergoing a profound transformation—from production-driven to technological and brand-driven—while redefining user scenarios and long-term brand relationships. In an era of fragmented traffic, brands must speak the language of their audience to achieve meaningful engagement across cultural circles.

Super IP has emerged as one of the most powerful tools for this purpose. Mindshare China continues to refine and deepen its expertise in IP marketing, enabling precise connections with diverse cultural communities. Through its innovative content marketing capabilities, Mindshare helps brands forge deep relationships with users, driving sustained growth in brand value.

Hisense Visual said, “We are thrilled to collaborate with the Mindshare team in the field of IP integrated marketing. The team’s extensive experience in IP marketing and its insightful expert team have left a strong impression on us. We look forward to working together to further solidify Hisense Visual’s leadership in IP marketing.”

Benjamin Condit, CEO of Mindshare China, added, “Hisense Visual has shown exceptional dedication to IP marketing in recent years, including its collaboration with ‘Black Myth: Wukong’ and the launch of its FIFA-themed home appliance matrix at AWE2025. Mindshare will leverage its expertise in content-driven IP marketing to provide an integrated marketing service for Hisense, covering creative to communication. Together, we aim to help Hisense achieve a full-scale upgrade across technology, culture, and lifestyle.”

Linda Lin, executive chair of Mindshare Greater China, said, “We deeply appreciate Hisense Visual’s trust and recognition of Mindshare China’s expertise. Through this collaboration between a leading Chinese high-end home appliance brand and a top global marketing agency, we aim to achieve breakthroughs in technological innovation and IP content ecosystems, setting new industry benchmarks and reshaping the landscape of the global large-screen market.”

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