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Business on the Move Technology Vodafone

Vodafone kicks off global media review


By Rebecca Stewart, Trends Editor

April 10, 2019 | 2 min read

Vodafone is calling a pitch for global media account (which is estimated to be worth $600m), having already in-housed chunks of its planning and buying.

vodafone media review

The telecom giant currently works with Wavemaker on media / Vodafone

The move threatens account holder Wavemaker, which won the brief in 2014 as MEC prior to the Maxus merger. During that time Vodafone internalised a "significant" portion of the business.

In a drive spearheaded by global brand and media director Sara Martins de Oliveira, Vodafone bought most of its digital media buying in-house last summer. It now has internal digital teams serving 11 of its 25 markets.

It's understood the business is looking to appoint a single agency to handle the brief. WPP, among other networks, has been invited to pitch.

The review will cover key markets such as Australia, the UK, India and Spain.

In a statement, the brand said: "Vodafone is undertaking a planned periodic review of its media buying contract in line with good corporate practice.

"We have also significantly in-sourced this activity since the start of the current contract. WPP, our existing supplier, has been invited to re-pitch along with a selection of other large media buying agencies."

Business on the Move Technology Vodafone

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