Vodafone affida a Carat il media pubblicitario nel mondo, Italia compresa

I rumors avevano già anticipato come in finale fossero rimasti gruppi WPP e Denstu Aegis Network. E’ ora arrivata a conclusione la gara media globale Vodafone riguardante le attività di planning & buying, sostanzialmente off line (Vodafone fa in house search e social e ha annunciato che avrebbe fatto in casa anche il programmatic dal 2020).Perde quindi il budget del gigante delle tlc l’incumbent Wavemaker e l’incarico va ora a Carat, messa in campo da Dentsu. Alla gara hanno partecipato anche Publicis Media e Omnicom

Vodafone has concluded the pitch for its global media business (which is estimated to be worth £400m) appointing Dentsu Aegis’ Carat to handle the account. 

The move displaces longtime partner Wavemaker, which has had a stronghold on the business since 2014.

The brand has already in-housed chunks of its digital planning and buying, but was looking to appoint a single agency to handle the remaining portion of the operation.

Carat will now take the lead in key markets like Australia, the UK, India and Spain. 

Wavemaker won the brief five years ago as MEC prior to its merger with Maxus. Since that time, Vodafone has internalised a “significant” portion of the business.

In July it was revealed that Sara Martins de Oliveira, the marketer who has been spearheading Vodafone’s shift towards an in-house digital media model, was to step down from the firm. 

Though news of her departure dovetailed with the media pitch, it’s understood she has seen it through to its conclusion. 

Under Oliveira’s watch the brand has in-housed biddable media, including search and social. Her experimentation means it now has internal digital teams serving 11 of its 25 markets.