Carat Takes on Vodafone’s £400 Million Global Media Account


Following its global media and buying review, Vodafone has appointed Carat to manage its account, estimated at £ 400 million.

The organization owned by Dentsu Aegis will now take the lead from the incumbent agency Wavemaker, which has had a stronghold on the company since 2014. Carat will focus on key markets including Australia, India, Spain and the UK.

Vodafone called for its worldwide media to be reviewed and purchased in April, less than a year after bringing in its biddable media. In addition to media evaluation and partnerships, the review focused on established media channels (TV, radio, out – of-home, etc.).

Vodafone encouraged both Wavemaker and other holding companies to pitch with the objective of appointing a group of agencies that has now come to a close.

In addition, it was evident that Vodafone’s worldwide brand and media director Sara Martins de Oliveira was to step down from the company, leading the telecommunications provider’s transition to a digital media system in-house.

Although there was no confirmation of the departure news, it is thought that Sara has seen the pitch through to its conclusion.


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