Beko hands brand brief to Wunderman Thompson UK


Beko, one of the top three large home appliance brands in Europe, has appointed integrated marketing agency, Wunderman Thompson UK, to launch its new global brand positioning.

With digital and brand previously run by two different agencies, following a competitive pitch process both accounts have now been consolidated into one integrated global brand strategy and creative appointment.

Wunderman Thompson will launch Beko’s new brand work and creative campaign in Autumn 2023.

Beko brand brief

The global agency will be responsible for putting Beko’s brand purpose – to empower new generations to live a healthier life – at the heart of their communications.

This will be done through a consistent and distinctive new global brand positioning as well as digital requirements to work across social, content, experience and technology consultancy.

Beko is focusing on democratising healthy living with focused products such as the HarvestFresh fridge freezer, which stimulates the natural sun cycle to keep fruit and veg fresher for longer.

Beko is the international home appliance brand of Arçelik, a multinational household appliances manufacturer that operates with 12 brands and employs 45,000 people worldwide.

The brand has been focusing on healthy living for years, raising awareness and developing products to democratise technology, impact people’s lives and support a healthier generation and healthier planet.

Akın Garzanlı, Chief Marketing Officer, Arçelik, said: “As an international brand with customers across a diverse range of markets, we’re excited to combine Wunderman Thompson’s strategy and creativity to produce a holistic marketing model driven by data-led insights to enhance how we engage with new and current customers around the world.”

Pip Hulbert, UK CEO, Wunderman Thompson said: “Throughout the pitch process, Beko showed that they were hugely collaborative clients, understanding the importance of excellent creative work that makes an impact in every market and every channel.

“They’re an ambitious client, and this opportunity will allow us to utilise our whole brand thinking philosophy and capabilities across brand, social, experience, data, design and commerce to drive their global brand strategy and creative forward.

“We can’t wait to get started.”