Digital Natives wins Beko global social creative account

Global home appliance brand Beko has appointed Digital Natives as its global social creative agency of record and global campaign activation partner, following a six-agency competitive pitch. The multi-market partnership covers three of Beko’s key brands: Beko, Hotpoint and Whirlpool.

The agency will develop a unified, social-first content strategy and manage ongoing campaign activations throughout the year. The partnership aims to strengthen each brand’s distinct identity while ensuring global coherence across regions.

Unified strategy across multiple brands and markets

With operations spanning multiple territories and diverse brand propositions, Digital Natives will work closely with Beko to deliver creative work that balances consistency with cultural and market adaptability. The agency’s approach combines AI-driven production with a focus on creative integrity, enabling scalable and tailored content for different audiences.

Social activity will run across Instagram, TikTok and YouTube, adapting to each platform’s format and audience. The content will reflect each brand’s personality — from Beko’s confident, pragmatic tone to Hotpoint’s family-centred focus and Whirlpool’s emphasis on wellness — all built on a social-first foundation.

Strategic and creative partnership

Deniz Hamaloğlu, Director of Channels and Activation, Beko: "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."

Expanding Digital Natives’ global footprint

Alistair Fitch, CEO and Founder, Digital Natives: "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."

The appointment follows a series of global wins for Digital Natives, including new business from Avon, Ferrero and AB InBev.

www.beko.com

www.digitalnativescontent.com

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