LONDON — Ready10 has been appointed by Beko – the UK’s number one best-selling large home appliance brand, according to Euromonitor – after a competitive pitch.

The agency will lead PR for the UK market, with a focus on driving awareness of the brand, owned by Turkish giant Arçelik, as it grows its product range. MSL remains as Beko's global PR partner after winning the account in 2017

In the UK, Ready10 will support new product launches, sustainability initiatives and trade activity, as well as delivering creative consumer campaigns.

Beko marketing director Vijay Bhardwaj said: “The enthusiasm from the Ready10 team was clear, and we’re really pleased to bring them into the Beko fold and deliver some great campaigns. This is an exciting time for Beko’s growth and having an agency partner who can play a key role in this is exactly what we need”.

Ready10 director Sophie Diner added: “The fact that one in six UK households has a Beko appliance just shows the scale of the brand, not to mention the potential. Their products are market-leading when it comes to both innovation and sustainability, but not everyone knows it yet.”

Beko joins McDonald’s, Paddy Power, Cameo, MoneySuperMarket and Flora on Ready10’s client roster.