Global home appliance company Beko has appointed Digital Natives as the lead agency for its global social creative account, tasking them with developing a unified, social-first content strategy across its key brands – Beko, Hotpoint, and Whirlpool.
With its expansive global presence and three distinct brands competing in the same category, Beko will work closely with Digital Natives to craft bold, differentiated creative for each brand, Beko, Hotpoint, and Whirlpool, while carefully navigating cultural nuances, operational complexities, and platform-specific behaviors across diverse markets. The agency’s approach will focus on building clear, distinctive narratives for each brand, supported by content systems that balance global consistency with local relevance. Leveraging AI to enhance creativity without sacrificing craftsmanship, Digital Natives aims to deliver storytelling that resonates worldwide while staying deeply attuned to local audiences.
Deniz Hamaloğlu, Director of Channels & Activation at Beko, said, “We were impressed by Digital Natives’ thoughtful approach, combining strategic insight with creativity grounded in real-world relevance. Their ability to develop forward-thinking, trend-aligned solutions, alongside a collaborative way of working, made them a strong fit for what we need as we scale content globally. Their understanding of our brand challenges, and their blend of deep market insight and creative problem-solving, gave us real confidence in their ability to deliver work that’s both impactful and strategically sound.”
Digital Natives CEO and founder Alistair Fitch said: “This is a hugely exciting brief, not just because of the global scale and creative ambition, but because it signals a broader shift. More and more large companies are treating social as a strategic priority, and Beko is one of those leading the way. He added “It’s not just the status of Beko as a global brand that makes this engagement a game-changer, it’s their bold commitment to AI, their drive for innovation, and their ambition to lead the category that will make this collaboration so powerful. We’re beyond excited to embark on this journey with such an influential partner.”
Earlier this year, Beko also reappointed McCann Worldgroup to handle its entire brand portfolio after a two-year hiatus, tasking the agency with redefining brand building through an end-to-end transformation driven by artificial intelligence.
