Carat bags Vodafone’s global media account

The account is estimated to be worth Rs 3,500 crore (£400mn). WPP's Wavemaker is the incumbent agency

e4m by exchange4media Staff
Updated: Sep 17, 2019 3:17 PM


Carat Vodafone

Dentsu Aegis Network’s Carat has won Vodafone’s global media account, according to media reports. Wavemaker is the incumbent agency.

The pitch for Vodafone’s global media business is estimated to be worth £400mn. Carat will now take the lead  of the British telecom giant’s  business in key markets like UK, Italy and Germany.

The scope includes media buying across multiple international markets, partnered with Vodafone’s in-house biddable media team.

“Vodafone is a future -focused organisation, challenging old ways of doing things while pioneering the new and maximising the opportunities of the digital economy. We are delighted to be partnering with them, integrating the best of our agency capabilities to accelerate Vodafone’s evolution to become market-leading in digital marketing and in-house media buying," Will Swayne, Chief Client Officer, Media & Performance, Dentsu Aegis Network, said on Carat's official website,

WPP's Wavemaker had won the brief five years ago as MEC, prior to its merger with Maxus.  

According to media reports, Vodafone will still have a close relationship with WPP, since the holding group manages marketing services, including creative and PR. 

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