After an extensive process Vodafone Group has chosen to appoint Dentsu Aegis’s Carat as its new global media planning and buying agency.
The scope includes offline media buying across multiple key international markets like the UK, Germany, Italy and Egypt. It will also advise on in-sourcing digital in partnership with Vodafone’s in-housed biddable media team.
Will Swayne, Chief Client Officer, Media & Performance, Dentsu Aegis Network comments: “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.”
The global media business is estimated to be worth $500m and the move displaced longtime partner Wavemaker, which has had a stronghold on the business since 2014.
