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

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


Following its global media and buying review, the Vodafone pitch has been secured by the Dentsu-Aegis-owned agency, moving from incumbent agency Wavemaker.

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.

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Mustafa Mirreh

Mustafa Mirreh

Mustafa is a senior journalist at PerformanceIN. Reporting on the latest day-to-day news and updates from the world of performance marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players.


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