Vodafone has appointed Carat to handle its account, which is estimated to be worth £400 million following its global media and buying review.

The Dentsu Aegis-owned agency will now take lead from incumbent agency Wavemaker, who previously had a stronghold on the business since 2014. Carat will be focusing on key markets including Australia, India, Spain and the UK.

Vodafone called for a review of its global media and buying in April, less than a year after bringing its biddable media in-house. The review focused on established media channels (TV, radio, out-of-home etc) in addition to media evaluation and partnerships. 

Vodafone invited Wavemaker as well as other holding companies to pitch with the goal of appointing one agency group which has now reached its conclusion.

Furthermore, it was apparent that Vodafone global brand and media director Sara Martins de Oliveira was to step down from the firm, having led the telecom provider’s move to an in-house digital media model. 

Although, news of the departure has not been confirmed but it is believed Sara saw the pitch through to its conclusion.