Arun Sudhaman 15 Jun 2017 // 1:04PM GMT
ISTANBUL — Turkey appliance giant Arcelik is reviewing global PR duties for lead brand Beko, in a bid to shift perceptions of the brand beyond its current value positioning.
The Holmes Report has learned that a number of global PR networks took part in the pitch in Istanbul this week, for a one-year assignment that includes support for Beko's efforts to step up CSR, brand marketing and health/wellness initiatives.
According to sources familiar with the situation, Western Europe's second-largest white goods brand is aiming to use its brand communications platform — 'official partner of everyday life' — to boost its CSR and marketing efforts, in conjunction with its sponsorship of FC Barcelona and its presence at industry trade shows.
Beko's consumer PR has been overseen by lead agency partner McCann Worldgroup since 2015. Corporate PR duties are currently handled by Ogilvy PR via its relationship with Arcelik.
Beko is now present in more than 100 countries, but is often perceived as being a value-for-money, budget brand. Its international presence has grown rapidly in recent years, particularly in Europe.
An Arcelik spokesperson declined to comment on the review.