Carat has scooped the £70m Vodafone media planning and buying business after a final two-way pitched against incumbent OMD. The agency had worked with the mobile operator for 12 years.
The account will include TV, press and online. Carat will take over the business on April 1. The search account will be handled by Greenlight.
It has been thought that OMD would retain the planning when the review was called last June but Carat will also take those duties. The pitch is part of a European-wide review of the mobile operator’s business, which is being handled on a market-by-market basis.
It is understood that the review was procurement-led out of the company’s German office.
Charlie Smith, head of brand and marketing communications for Vodafone UK, says OMD has been a “great partner”, but the decision followed a “thorough process”.
Walker Media, MPG and Universal McCann were involved in the early stages of the pitch but were knocked out after initial chemistry meetings.