Beko Appoints Digital Natives as Global Social Agency of Record Following Six-Way Competitive Pitch

Oct. 06, 2025

Leading 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-way competitive pitch.

The multi-million pound, multi-market engagement spans three of Beko’s flagship brands: Beko, Hotpoint and Whirlpool. Digital Natives is tasked with delivering a unified, social-first content strategy, as well as ongoing global campaign activation throughout the year.

With a complex global footprint and three distinct brand propositions operating within the same category, Digital Natives will partner with Beko to deliver bold, differentiated creative for each brand while navigating the cultural nuances, operational realities and platform behaviours of multiple regions. The agency will create 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, meeting consumers in formats they love, and flexing to suit the lifestyles and behaviours of each market. From Beko’s confident, pragmatic doers, to Hotpoint’s warm, family-focused homemakers, and Whirlpool’s wellness-minded customers, the activity will reflect the unique identity of each brand while staying rooted in social-first thinking.

Deniz Hamaloğlu, Director of Channels & Activation at Beko, said:

“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.”

 

Alistair Fitch, CEO and Founder at Digital Natives, 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.”

 

The engagement is the latest global social account win for Digital Natives, which has also picked up business from Avon, Ferrero and AB InBev in the last year.