Global home appliance brand Beko has awarded its global social creative account to Digital Natives with a brief to deliver a unified, social-first content strategy for flagship brands Beko, Hotpoint and Whirlpool.
The appointment, which follows a six-way competitive pitch, also includes a global campaign activation throughout the year.
With a complex global footprint and three distinct brand propositions operating within the same category, Digital Natives will aim to deliver bold, differentiated creative for each brand while navigating the cultural nuances, operational realities and platform behaviours of multiple regions.
The agency has been charged with creating clearly defined stories across the brands, supported by content systems that combine global consistency with local adaptability. Content will be powered by AI in a way that enhances creativity without compromising craft.
The social content will run across channels including Instagram Stories and Reels, TikTok and YouTube Shorts, flexing to suit the lifestyles and behaviours of each market.
From Beko’s doers to Hotpoint’s homemakers, and Whirlpool’s wellness-minded customers, the activity will reflect the identity of each brand while staying rooted in social-first thinking.
Beko director of channels and activation Deniz Hamaloğlu said: “We were impressed by Digital Natives’ 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 added: “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.
“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 reappointed McCann Worldgroup to work across its portfolio of brands following a two year gap, with a brief to reshape brand building with an end-to-end transformation powered by artificial intelligence.
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