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Vodafone picks Carat as global media buying agency

The global business pegged at over Rs 3,500 crore has moved from the telecom giant’s long-time partner Wavemaker

Vodafone has appointed DAN’s Carat as its global media buying agency across multiple international markets, said Carat in a press statement.

The scope includes media buying across multiple international markets, partnered with Vodafone’s in-housed biddable media team.

Globally, the account size is estimated to be worth Rs 3,500 crore (£400m). had reported that the movement will also impact India market where the account size is worth Rs 400 crore. However, sources within Wavemaker India, Vodafone's incumbent agency, informed the publication that the movement has not impacted India market.

Speaking on the win, Will Swayne, Chief Client Officer, Media & Performance, Dentsu Aegis Network, said, “Vodafone is a future-focused organisation, challenging old ways of doing things while pioneering the new and maximising the opportunities of the digital economy. We are delighted to be partnering with them, integrating the best of our agency capabilities to accelerate Vodafone’s evolution to become market-leading in digital marketing and in-house media buying.”

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