Vodafone to review 55m media buying account

Vodafone is reviewing its £55m UK media buying account, which is currently held by OMD. It is understood that the agency will retain the planning and will repitch for the buying business.

The mobile phone operator denies that the review it connected to the ongoing review of its media arrangements in some European markets, including Hungary and Turkey. It is a procurement review led out of Germany.

A Vodafone spokesperson says the mobile operator is “constantly reviewing” its arrangements.

OMD, which has handled the UK business for seven years, currently holds a large portion of the Vodafone business in Europe as well as the UK account, although Vodafone also works with Carat in some markets.