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Dentsu agency Carat has retained the Vodafone Group media buying account across Europe, the Middle East and Africa (EMEA), securing a further three-year contract, starting 1 January 2026, following a competitive review. Vodafone and dentsu have a six-year working relationship.
Carat will buy advertising media across 11 EMEA markets: Albania, Czechia, Egypt, Germany, Greece, Ireland, Portugal, Romania, South Africa, Turkey and for the Vodafone and VOXI brands in the UK. Carat will also continue to support Vodafone to bring more media buying in-house.
Anna Campbell, Global Managing Director & Global Client President, Carat said: “Securing a third consecutive term with Vodafone is both an incredible milestone and a powerful endorsement of the results we have achieved together. This win reflects the strength of our long-standing relationship, our shared vision for media-led transformation, and the depth of talent across our global network. We look forward to continuing to innovate, leveraging our Media++ capabilities.”
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