BSH Home Appliances has announced an expanded partnership with FP7 McCann Dubai and McCann Content Studios to enhance its integrated communications across the GCC and other global markets. This new collaboration aims to strengthen BSH’s creative and social presence, particularly for its premium brands like Bosch, Siemens, and the ultra-luxury Gaggenau.

The partnership builds on FP7 McCann Turkey’s successful creative work with BSH, which began in 2023. Under this multi-market and multi-brand mandate, FP7 McCann will serve as the agency of record, overseeing strategic and creative developments across various channels to ensure a cohesive brand experience. The agency specializes in a range of advertising services, including digital, social media, public relations, trade marketing, activations, and promotional support.

McCann Content Studios will be crucial in integrating social content and influencer-driven strategies into BSH’s communications. As the leading hub for social and creator capabilities in the Middle East, the studio provides a well-rounded approach that combines social, production, and influencer services. This integration aims to enhance brand engagement through a culturally relevant and impactful strategy.

Tarek Ali Ahmad, Managing Director of FP7 McCann Dubai, expressed his enthusiasm about the partnership, stating, “Partnering with BSH, a global leader in home innovation and excellence, is an absolute honour.” He noted that BSH’s commitment to enhancing everyday life aligns with their mission to create bold and transformative campaigns.

Ibrahim Hasan, Head of MENA at McCann Content Studios, emphasized the importance of shaping culture authentically, explaining that brands are seeking not just content but meaningful impact. He highlighted that this collaboration reflects the evolving needs of brands in the current market.

BSH Home Appliances, which has a history of 55 years and reported a global turnover of approximately €15.6 billion in 2021, considers this expanded partnership vital for strengthening its market position in the GCC. Irem Yazlar, Head of Marketing & Communications at BSH Middle East, expressed excitement about working with FP7 McCann, highlighting their innovative and data-driven approach to brand transformation.

She added that the collaboration will allow BSH to create impactful experiences and drive meaningful change in the region. The partnership is expected to amplify brand visibility, enhance consumer connections, and shape the future of home appliances through innovative strategies.

With this significant win, FP7 McCann Dubai and McCann Content Studios continue to set the standard for integrated brand experiences, merging storytelling, technology, and data insights to elevate BSH’s brands across the region.