Wunderman bags Beko's global data-driven business

Home appliance giant Beko has appointed Wunderman Thompson UK to launch its new global brand positioning, embracing strategy and creativity to produce a marketing model driven by data-led insights.

The appointment sees the brand’s separate digital and brand accounts consolidated into the WPP agency following a competitive pitch process, with new brand work and a creative campaign set to launch in the autumn.

Wunderman Thompson will be responsible for putting Beko’s “brand purpose” – to empower new generations to live a healthier life – at the heart of communications, across social, content, experience and technology consultancy.

Beko was launched in 1955 and now operates in more than 135 countries. It says it is focusing on “democratising healthy living” with products such as the HarvestFresh fridge freezer, which it is claimed stimulates the natural sun cycle to keep fruit and veg fresher for longer.

Beko is owned by Arçelik, a Turkish multinational household appliances manufacturer that also operates Grundig and 10 other brands and employs 45,000 people worldwide.

Arçelik chief marketing officer Akın Garzanli 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 to enhance how we engage with new and current customers around the world.”

Wunderman Thompson UK chief executive Pip Hulbert added: “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.”