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Carat wins competitive pitch to retain £400million Vodafone brief


Vodafone has completed the competitive pitch process for its media planning and buying account, worth a reported £400m globally.

It has renewed the contract with dentsu’s Carat, with the new deal coming into force in January.

Vodafone started the international review of its media planning and buying earlier this year, with Carat invited to take part along with a number of selected agencies.

The win will see Carat manage its media across 15 territories, including the UK – which is worth £53m in billings alone.

Carat began work with Vodafone in 2019, having taken over from WPP’s MEC, which later merged with Maxus to become Wavemaker. It had held the brief since 2014, although during that period Vodafone had taken “significant” elements of its media in-house, including digital media buying.

It was shortly after this that dentsu restructured its operations, relocating a number of key roles to its Northern offices.

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