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.
This renewed partnership marks an evolution from a trusted media services provider to a media-led transformation partner for Vodafone. It paves the way for continued and expanded media-led integration opportunities, including scaling bespoke solutions that leverage dentsu’s strengths in data, AI, and audience insight to deliver innovative, measurable outcomes.
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.”
