Beko returns to McCann to run global brand portfolio

Beko Europe has reappointed McCann Worldgroup to work across its portfolio of brands – Beko, Whirlpool, and Hotpoint – following a two year gap, with a brief to reshape brand building with an end-to-end transformation powered by artificial intelligence.

The appointment follows a six-month competitive process, in which McCann placed AI at the heart of creative and strategic development, from AI-generated film concepts to AI-driven insights and innovation platforms.

The company previously worked with Wunderman Thompson UK (now VML), having appointed the agency in 2023 to launch its global brand positioning.

Beko will now partner with McCann – led out of its McCann Worldgroup Bucharest office – to develop work that will be deployed globally for its Beko brand, across six continents and the more than 130 countries that the brand operates in.

For Whirlpool and Hotpoint the work will roll out across Europe and MENA regions. The first work is set to break in August.

Beko executive director of global brand management Müge Gök Çakırtaş said: “This wasn’t a traditional pitch – it was a search for a partner who could blend strategic vision, creative excellence, and cutting-edge AI capabilities.

“McCann demonstrated a clear understanding of our vision and a compelling ability to translate that vision into tangible results. We’re excited to see how this collaboration will translate into breakthrough ideas and lasting connections with our consumers globally.”

McCann Worldgroup president of UK and Europe Christian Johansen added: “It’s always great to win. But sweeter still to win Beko back. The team was so engaged and passionate throughout this process.

“Passion pays, and we are so proud that it has led to a partnership with Beko and its wonderful brands once again.

“Leveraging McCann’s collaboration with Craft’s expertise in production and the AI landscape, we hope this marks not just a return, but a reinvention – setting a new standard for how global brands can grow with the right mix of intelligence, imagination, and innovation.”