• by Steve McClellan  @mp_mcclellan, November 19, 2015

Turkish appliance giant Beko has appointed Interpublic’s McCann Worldgroup its new lead agency partner for communications projects.The incumbent was TBWA.

Starting immediately, all global communication projects will be coordinated by a newly created McCann Worldgroup hub, led by three McCann agencies in Europe: The Cyranos McCann Barcelona, McCann Istanbul and McCann Bucharest.

McCann’s experience in handling international accounts, as well as its strategic and creative approach, were credited as key factors in winning the account.

“This is the beginning of a new and exciting journey, and we trust that, with McCann’s proven strategic approach, this partnership will lead to increasing Beko’s brand equity and awareness globally,” stated Tulin Karabuk, Beko Chief Marketing Officer.

Beko, part of Turkey’s Arçelik Group, is now said to the second-largest home appliance brand in Europe, selling products in over 100 countries globally.