Carat agency retains Vodafone’s £400m global media account

Creative agency Carat has retained Vodafone’s international media account reportedly worth up to £400 million globally.

The agency will continue to manage Vodafone’s media accounts in 15 markets and look to improve the network provider’s planning and buying, and branded content for consumers.

The news comes months after the telecom giant unveiled a 3D Piccadilly Lights activation in  partnership with Wimbledon, featuring a digital Emma Raducanu avatar.

Dentsu-owned Carat originally won the contract in 2019 after beating WPP’s Group M to the chase. This new continuation of the deal will be effective from January next year.




READ MORE: Tennis star Emma Raducanu scores Vodafone partnership

“I can confirm that, as part of our regular review of our supplier relationships, we have agreed a new term of engagement with Dentsu,” a spokesperson for Vodafone said.

“We welcome our continued collaboration with them as our media buying agency.”

While the Vodafone account is reportedly worth up to £400 million globally, in the UK the media business is worth £53 million, according to Nielsen.

Carat has helped produce a variety of campaigns for the telecom provider including the ‘Switch to green’ and ‘Together we can’ ads.

Most recently, Vodafone partnered with Wimbledon to create a tennis-themed AR experience on Snapchat, with brand ambassador Emma Raducanu taking part in the activation.

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