From left, Tarek Ali Ahmad, Managing Director of FP7 McCann Dubai, and Irem Yazlar, Head of Marketing & Communications at BSH Middle EastBSH Home Appliances has expanded its partnership with Middle East Communications Network’s (MCN’s) agencies FP7 McCann Dubai and McCann Content Studios to lead integrated communications for its portfolio of brands across the GCC.
This win significantly expands MCN’s relationship with BSH, building on FP7 McCann Turkey’s creative partnership established in 2023, with a multi-market, multi-brand mandate for BSH’s portfolio, including Bosch, Siemens, and Gaggenau.
As the agency of record, FP7 McCann will oversee the strategic and creative development across all channels, ensuring a unified brand experience. The agency’s expertise spans full-spectrum advertising services, from creative, digital, and social media to PR, trade marketing, activations and promotional support.
McCann Content Studios will play a pivotal role in integrating social, content, and influencer-driven strategies into BSH’s communications. As a hub for social and creator capabilities, the studio offers an integrated approach across social, production, and influencer services. By combining full-service social and creator strategy under one roof, McCann Content Studios leverages regional insights and the global scale of the McCann network to ensure effective and culturally relevant brand engagement.
Irem Yazlar, Head of Marketing & Communications at BSH Middle East, said, “We’re beyond excited to partner with FP7 McCann that is known for their daring approach to transform brands with groundbreaking campaigns and data-driven insights. Their commitment to bold, disruptive ideas has made them the voice of the Middle East over years.”
She added, “We’re thrilled to collaborate with such a powerhouse, shaping impactful experiences and driving meaningful change across the region. We’re confident that this collaboration will enable BSH brands to break new ground, deliver transformative experiences, and drive significant consumer impact across the Middle East and beyond. Together, we’ll amplify brand visibility, strengthen consumer connections, and shape the future of home appliances with innovative, results-driven strategies.”
The expanded remit includes integrated communications for BSH Home Appliances across the GCC markets, broadening and elevating the brand’s presence.
Commenting on the expanded partnership, Tarek Ali Ahmad, Managing Director of FP7 McCann Dubai, said, “Partnering with BSH, a global leader in home innovation and excellence, is an absolute honour. BSH’s commitment to enhancing everyday life through cutting-edge technology and premium brands aligns seamlessly with our mission to create bold, transformative campaigns that drive real impact.”
Ahmad added, “This collaboration marks the beginning of an exciting journey, one where creative effectiveness and innovation will come together to elevate BSH’s presence across the Middle East,” he added.
Ibrahim Hasan, Head of MENA at McCann Content Studios, said, “The future of social isn’t just about being present; it’s about shaping culture in a way that feels real. Every brand has a space to own, and our role is to help them define it authentically. This win shows that brands aren’t just looking for content—they’re looking for impact, and that’s what we focus on every day.”
With a 55-year history of innovation and excellence and having achieved a global turnover of approximately €15.6 billion ($17.1 bilion) in 2021, BSH Home Appliances views the expanded partnership as key to strengthening its market position across the GCC.
