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Carat captures Vodafone global media account

Campaign 16 Sep 2019 10:52

Dentsu Aegis Network’s Carat has won Vodafone’s global media planning and buying account after beating the incumbent, WPP’s Group M, in a shoot-out.

Carat will take control of the British telecoms giant’s business in about 15 markets, including the UK and Germany.

Industry observers have watched the review closely because Vodafone took digital biddable media buying in-house last year and it has significantly cut the scope of its external media agency partner since then.

Carat and Dentsu Aegis Network will largely handle offline media buying, but will also play a strategic role in advising on in-sourcing digital media.

The media account has been estimated to be worth close to £400m annually – considerably less than its estimated £600m value when WPP’s MEC, now known as Wavemaker, beat Carat to the business in 2014.

Vodafone has continued to increase the role of its in-house team this year and it is thought that the value of the media buying account will drop further.

The company's original decision to in-source biddable media in June 2018 was a blow to Wavemaker and it is understood that Group M, the media buying division for all of WPP’s media agencies, led the defence of this review.

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VodafoneWPPDentsu Aegis NetworkWPPWavemaker